brand glossary: geofencing

The use of global positioning system (GPS) or radio frequency identification (RFID) to determine a mobile device’s location. Geofencing is commonly used to send push notifications, text messages and discount coupons, as well as learn about a user’s offline shopping and browsing habits. Combined with analytics and CRM data, brands can use geofencing technology to better understand and optimize their interactions with their consumers.

Also known as: Geo-targeting