Expertise
Location-based marketing is moving from novelty to necessity
Geo-fencing and geo-framing are powerful location-based marketing tactics that help brands connect with people based on where they go in the real world. Geo-fencing sets up a virtual boundary around a specific place, triggering real-time messages when someone enters or exits with their mobile device. Geo-framing goes deeper, capturing past location data to target users later based on where they’ve been. As third-party cookies become obsolete, and privacy regulations tighten, these tools offer a compliant and effective means to reach audiences. Their resurgence isn’t about novelty—it’s about necessity in a landscape where traditional tracking methods are increasingly restricted.
Going beyond interest signals, with proximity as proof of intent
Interest-based targeting only tells part of the story. Just because someone “likes” Taylor Swift or the Boston Red Sox on social media doesn’t mean they’re buying tickets, navigating traffic and showing up. Geo-framing captures audiences who’ve already made that leap. These aren’t passive fans—they’re active participants. When someone attends a concert, sports event or industry expo, they’re raising their hand in a very real-world way. This is the power of place; these participants are exponentially more valuable to brands, because their presence signals purchase power, decision readiness and emotional engagement—three signals that every smart brand should be listening for.
Cookies crumble, context climbs
As third-party cookies fade and data regulations like General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) tighten their grip, advertisers can no longer rely on digital breadcrumbs alone. Consumers are savvier, opting out more often and expecting transparency in return. That makes context king, and place, the court. According to a study by mapping services leader HERE Technologies, 70% of consumers are willing to share their location data when they perceive a clear benefit, such as improved services, safety or saving money (HERE Technologies, 2020). Location isn’t just about where someone is, it’s about why they’re there. That moves us from broad behavioral prediction to presence-based precision with targets based on real-world signals, not digital guesswork.
Case in point: When healthcare pros showed up—and stuck around
In March 2025, we launched a geo-targeted campaign for a client in the healthcare industry to market a net-new product during the HIMSS conference in Las Vegas; a bustling hub of healthcare decision-makers. Our goal was to drive physical booth traffic with hyper-targeted mobile and display ads, paired with contextual DOOH (digital out-of-home) placements around the event. The results were compelling: a 19% bounce rate, 11% on-site video conversion rate, and 1,056 new users, all without a single “clickbait” CTA. Post-event our geo-framing strategy kept the momentum going, retargeting attendees and pulling in 414 additional new users at a 22% bounce rate. The data confirmed that our audience wasn’t just showing up, they were leaning in. For B2B brands targeting high-value stakeholders at conferences or summits, location-based engagement strategies can also support broader account-based marketing efforts, pre-qualify leads and deepen awareness during crucial decision windows.
As generations shift, experience is the new currency
Millennials and Gen Z are actively reshaping the experience economy with purpose. They are prioritizing experiences that feel meaningful, memorable, and, critically, shareable. According to the Leisure Consumer Trends Report by LaneTerralever & IAAPA, over 50% of Gen Z and more than half of young millennials plan to visit more attractions in 2024 than they did the year prior. And they’re not just attending—they’re chasing immersive, social and values-driven moments. The report adds that a full 67% of Millennials are willing to pay extra for unique experiences, while 80% of Gen Z call sustainability a key factor in choosing where to go. These shifts suggest that marketers need to meet audiences in the moment. Geo-targeted engagement offers that chance. Your most influential consumers aren’t on your website—they’re already at the venue, smartphones in hand, looking for something authentic to post, primed for brand stories that resonate in real life and online.
Street-level marketing from stadiums to storefronts
These strategies go far beyond concert venues and convention centers. Financial institutions can target consumers near legacy bank branches, offering smarter alternatives when the timing’s right. Retail brands can intercept high-intent shoppers as they enter competitor zones or outlet centers. Restaurants can use lunchtime walk-by traffic as a trigger for mobile incentives. And for B2B brands, framing corporate campuses, trade shows or executive offsites allows for real-world insight into decision-maker behavior. The canvas is as big as the map you can draw and the impact comes down to how precisely and purposefully you show up.
Where relevance feels natural—not creepy
Let’s talk about trust. Location intelligence offers businesses a competitive edge, enabling personalized experiences and operational efficiencies. But that advantage comes with expectations. The Environmental Systems Research Institute puts it simply: location data is more valuable than ever, but it’s also more sensitive (2023). Brands must lead with transparency. To unlock the full potential of geo-targeting, companies need to communicate value clearly, ask for consent up front and draw the line where the user would. It also means choosing partners who understand how to activate location data responsibly, thus balancing relevance with respect.
