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What is the Difference Between Geo-Fencing and Geo-Framing?

Although they sound similar, these methods have distinct differences in terms of audience size, data collection, and marketing capabilities.

Geo-fencing

Geo-fencing involves creating a virtual boundary around a specific geographic area (a "fence") to trigger certain actions when a device enters or exits this area. Here's how it works:

  • Target Audience Size: Geo-fencing generally results in a larger target audience because it captures any device that enters the defined geo-fence.
  • Marketing Actions: This method allows businesses to send relevant ads (such as texts, emails, social media notifications, or app pop-ups) based on the device's location.
  • Data Collected: Geo-fencing does not provide detailed information about the device or its owner. It primarily enables push notifications while the device is within the polygon and up to 30 days afterward.

Geo-framing

Geo-framing, as implemented by LocationIQ, uses a more refined approach:

  • Target Audience Size: Geo-framing results in a smaller target audience because it relies on devices with LocationIQ's lightweight location SDK, which requires affirmative consent from users to share their location data.
  • Data Collected: This method provides more detailed information, including the device's Mobile Advertising ID (MAID) and, where possible, Personally Identifiable Information (PII). This includes data on location, interests, behaviors, and demographics.
  • Marketing Actions: Geo-framing does not support sending push notifications while the device is within the polygon. Instead, it allows remarketing to the captured devices within 24 hours of their visit and for an unlimited time thereafter, using the detailed device and PII information.

Key Differences and Discrepancies

  1. Audience Size:

    • Geo-fencing captures a larger audience since it includes any device entering the polygon without requiring user consent.
    • Geo-framing captures a smaller audience as it relies on users who have given consent to share their location via the SDK.

  2. Data Depth:

    • Geo-fencing provides minimal data, primarily enabling push notifications without detailed device or owner information.
    • Geo-framing offers rich data, including MAIDs and PII, which allows for more personalized and targeted marketing.

  3. Marketing Capabilities:

    • Geo-fencing supports immediate push notifications within the polygon and for up to 30 days after the visit.
    • Geo-framing does not support immediate notifications but allows for extensive remarketing capabilities beyond the initial visit.

Conclusion

Both geofencing and geo-framing have their unique advantages and use cases. Geo-fencing is beneficial for immediate, location-based marketing actions with a broad reach. In contrast, geo-framing, used by LocationIQ, provides a more detailed and consent-based approach, enabling richer data collection and long-term remarketing opportunities.

Understanding these differences helps businesses choose the right strategy based on their marketing goals and the level of detail they require from location-based data. For more information on how LocationIQ's geo-framing can benefit your business, consider reaching out to our LIQ team at LocationIQ@M1-Data.com.