Location Base Marketing & Geofencing
Privacy concerns
engagement, and a new way of micro segmenting your target audience that you never had before, however, be aware the technology is not without flaws. In particular, concerns for user’s privacy.
By tracking where the audience are respective to physical objects or landmarks, geofencing can collect more personal data about the user than originally intended. It’s not only that the technology knows where we are: it ‘sees’ what places we interact with. A geofence set up near a hospital that records regular visits may indicate health issues or loved ones in intensive care. Geofencing surrounding places of worship can indicate religious preferences, while close proximity to an LBQT+ nightclub can suggest sexual orientation.
If considering a geofencing service, check on applicable privacy legislation first. Are there limitations on the data collection or use? Do you require consent from individuals, or particular safeguards? Can uninterested customers opt-out of the service?
