The traditional “radius” approach to local marketing is efficient—but it’s not precise. It treats everyone nearby the same, regardless of intent. Geo-targeting and geo-fencing change that by allowing salons to focus on where potential clients actually spend their time, not just where they live.

Most salons are already familiar with basic geo-targeting, which serves ads to people within a defined area. It’s simple and effective, but also broad. It doesn’t distinguish between someone actively interested in wellness and someone who just happens to be nearby. Geo-fencing takes that concept a step further by targeting where people are in real time. That shift—from location to behavior—is what makes it so effective.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.