If there’s one word that defines marketing today, it’s personalisation. Your audience now expects personalised, relevant messages. We’ve all been there, subconsciously tuning out of generic messaging and only paying attention to what speaks directly to us. And, as it happens, both location based marketing and geofencing play a big part in making this happen. 

Why personalisation matters

We live in a world where attention is the scarcest resource. We all receive thousands of messages each day, most of which never register. But when a message lands at the right moment, in a way that’s actually useful or contextual, it feels less like advertising and more like good timing. Personalisation builds trust, cuts through noise, and drives action. 

But, achieving true personalization is about more than dropping someone’s name into an email. It’s about relevance; showing people something that’s genuinely useful, timely, and connected to what they care about.

True personalisation means understanding your audience’s context: where they are, what they’re doing, and what they need in that moment.

This could mean a coffee chain sending an offer when you’re near one of their stores, an event brand promoting tickets to fans within driving distance, or a retailer reminding you about something you viewed online a few days ago.

Geofencing takes personalisation a step further by adding place into the equation. It works by drawing a virtual boundary — a geofence — around a location, like a stadium, retail park, or even your competitor’s store. When someone’s device enters that boundary, you can serve them tailored ads, promotions, or messages that connect with what they’re doing in that moment.

By combining first-party data, smart targeting, and thoughtful messaging, you can use location to tell stories that matter to people, not just their demographics.

So there we have it. Personalisation is the backbone of effective marketing. Geofencing and location-based campaigns turn that principle into action, delivering messages that make sense in the moment.

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