Geofencing

A geofence is a software-defined perimeter on a map. You can draw it as a circle with an adjustable radius, a polygon that traces an irregular building footprint, or, on some platforms, an isochrone based on travel time instead of distance. When a phone with location services on crosses that line, geofencing software fires a preset action.

Two modes matter. Active geofencing needs the user to opt in to location and have an app open. Passive geofencing runs in the background on Wi-Fi and cellular data. Radius is a business call: a downtown storefront might use a few hundred feet, a suburban big-box store a mile or more.

What marketers actually do with it

• Serve a coupon or ad when someone walks near your location.
• Target visitors sitting inside a competitor’s address, a tactic often called conquesting.
• Trigger in-app steps, like starting a food order as a customer approaches.

One point to be clear on, because it trips people up: geofencing is a paid advertising tactic, not organic search. It puts a message in front of someone who is physically nearby right now. It does not change how you rank in Google Maps, the local pack, or “near me” results. Both target local intent, so they get confused, but they pull different levers. Geofencing rents attention in a moment. Organic local presence is something you build and keep.