“Geo-fence,” which can be translated as a fence, is a kind of virtual perimeter associated with a particular geographical area in the real world. The use of geo-fence, or geofencing, thus involves the use of devices with GPS technology employed as terminals of a location-based service (LBS). In the use of such a service, when a user enters or leaves the virtual perimeter, the device receives a notification.
This can be used as an activator for effective local marketing strategies and geomarketing activities focusing on communicating or sending offers to specific people present at a specific time in a specific geographic area.
Geofencing triangulates a number of technologies natively present in mobile devices such as GPS, Bluetooth, and Wi-Fi.
Its advantages include not so much locating a single geographic point, but rather an area around the device that is active when the device is in motion.
To put such a service in place, it is important to remember that the person identified must have agreed to join such a service.
Geofencing thus falls among the most innovative tools in customer engagement marketing designed to preside over every possible touchpoint of the customer journey. Marketing strategies but that’s not all: geofencing is also often used to enable solutions in security and surveillance.
