In today's competitive digital world, location-based marketing remains a cornerstone for businesses with physical footprints (retail outlets, distribution hubs, event venues…) so, how does this work, and where does SEM come into the picture? 

First up, top of funnel activity. Tactics like geofencing, digital out-of-home (DOOH) advertising, and targeted digital TV or radio spots generate interest, build brand equity, secure mindshare, and convert passive audiences into potential customers. Using geofencing, for instance, you could deliver hyper-targeted ads in real-time. Digital billboards and audio channels extend this reach, hitting public spaces with dynamic, contextually relevant messaging that puts your brand top-of-mind.

But the big question is, are you finishing what you started? Does your strategy close the loop? You’ve invested in capturing the right audience through geofenced ads and impactful outdoor ads. But when those prospects pivot to active searches, querying your brand, products or services, what are you doing to ensure they land on your website rather than a competitor's?

This is where search engine marketing (SEM) comes into its own, turning passive interest into action. SEM safeguards your funnel, directing traffic to your landing pages (which are perfectly optimised, obvs!) and preventing competitive poaching. SEM uses paid search, digital display and keyword contextual advertising to drive potential customers to your site. 

SEM bridges awareness to conversion, maximising ROI by ensuring your location-based investments turn into tangible outcomes. Budget-wise, SEM goes even further in reducing waste and bolstering the bottom line through increased revenue and customer lifetime value. 

For marketing directors steering growth, this integration creates a seamless customer journey, from geo-triggered spark to search-driven close.