Perhaps no type of targeting is as important as location-based targeting when trying to reach prospects. Regional routes, the AOR of a dealership, and the location of driving schools all limit what leads will be of use to you.
While all location-based targeting uses an IP address at some point in the process, there is a difference between targeting one specific IP address and geo-fencing.
Let’s create some scenarios.
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Scenario 1: You are a carrier looking to reach student drivers.
IP Targeting
Unless you can afford to pay for student drivers to go to school, it may be hard to reach them. Most schools have an internet connection that their students log onto. If you capture the ip address of the school, you can reach every user attached to that ip address.
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Scenario 2: You are having an event for truck drivers.
Geo-Fencing
Drivers stay on the move. Targeting a static ip address won’t do you much good. However, by geo-fencing routes and truck stops, you can target every driver coming by your event. To keep out the non drivers from your campaign, you can target only established driver cookies.
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Scenario 3: You need to get your product in front of a fleet executive.
IP Targeting
Fleet executives most often access the internet from a desktop computer. Targeting that one ip address ensures you can reach him. Even if you don’t happen to get his attention, you get the added bonus of reaching everyone else attached to that IP address. Being that buying decisions are usually a joint decision, reaching multiple entities within a company is crucial.
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Scenario 4: You are running an equipment auction.
Geo-Fencing and IP Targeting
Big equipment auctions have contractors coming in from everywhere. You should capture the IP addresses of hotels in the area. In addition, you can geo-fence the area around the auction to reach contractors on their smartphones.
In essence, geo-fencing is best for reaching prospects on their phones or those on the move. If you want to target a static location then target the IP address. Either way, it’s all about location, location, location.
