Geo-Fencing Professional Conferences and Trade Shows In an Era of Increased Smartphone User Privacy Control

Implementing geofencing can give B2B marketers a competitive edge. By offering real-time, location-based engagement, businesses can stand out from competitors who rely solely on traditional marketing methods. This innovative approach can help build brand awareness, strengthen relationships with potential clients, and position the company as a forward-thinking leader in the industry.

Geofencing industry-specific business conferences and tradeshows is a particularly effective digital marketing strategy compared to other digital advertising tactics due to its ability to engage a highly targeted and relevant audience in real time. At these events, attendees are already gathered with a specific interest or focus, which means that marketers can deliver highly relevant and contextual messages directly to their smartphones as they enter or move within the geofenced area. For instance, as attendees enter the conference area, they could receive welcome messages, exclusive offers available by visiting an exhibit booth, or information about special events in an exhibit area or suite.

Some companies promote themselves at industry gatherings through live geo-fencing campaigns without actually attending the events themselves, thus saving the expense of exhibitor fees and travel. It’s even possible to retroactively advertise to the smartphones of users who attended industry events that have occurred in the recent past through a tactic known as Historical Geofencing. The immediacy and relevance of either approach to location-based marketing significantly increase the likelihood of engagement compared to broader, less targeted digital advertising methods.

The advent of privacy concerns has led to the rapid development of tools in response from companies like Apple. Its App Tracking Transparency (ATT) feature, for example, empowers smartphone users with more control over location tracking. This has become a concern for digital advertisers, especially those cultivating business relationships by geo-fencing conferences and tradeshows. So, in late June 2024, NuVoodoo conducted a nationwide study of 932 recent business conference attendees to help clients better assess the impact-potential of location-based B2B marketing campaigns in an age of increased privacy pushback.

The finding that six in ten conference attendees allow location tracking at least sometimes is significant because it means well over half of the audience can be reached through geofencing. Only one location-enabled app with user permission is needed to activate geofencing ads on that smartphone. Once permission is granted, ads can appear across multiple apps and platforms, not just the one that was permissioned.  This is because of integrated advertising networks and data-sharing agreements between apps and ad providers. This broadens the reach and impact of geofencing campaigns, making them highly effective for targeting and engaging conference attendees in real-time

The key differences between live and historical geofencing revolve around timing and engagement. Live geofencing triggers actions based on the current location of the device, facilitating immediate engagement with users, while historical geofencing uses past location data to inform future actions, allowing for strategic planning and targeted follow-up based on historical trends. Live geofencing is ideal for real-time notifications, offers, and tracking, whereas historical geofencing is suited for behavior analysis, targeted marketing, and event follow-up. Both approaches offer unique benefits and can be used together to create a comprehensive location-based marketing strategy that engages users in real time while leveraging past behavior for informed decision-making.

NuVoodoo specializes in B2B marketing for companies across a wide array of industry categories.  It’s easy to get in touch.  Just drop us a line at tellmemore@nuvoodoo.com.