Gartner Research

Geofencing, Beacons and Physical Web — How, Why and When to Use

Published: 22 February 2017

ID: G00320151

Analyst(s): Charles Golvin


Location-specific interactions are uniquely enabled by mobile devices. Geofencing and the variety of beacon types realize this opportunity, although each has distinct advantages and shortcomings. Marketing leaders must choose the right combination of approaches to achieve an optimal result.

Table Of Contents
  • Key Challenges



  • Choose the Location Solution(s) That Will Achieve the Specific Marketing Objectives Set Out Rather Than Focusing on the Technology First
  • In Employing a Mobile-Centric Strategy, Focus on Beacon-Based Approaches to Improve Customer Experience, Rather Than on Aggressive Outbound Offers and Promotions
  • In Employing a Mobile-Extender Strategy, Focus on Inbound Opportunities and Embrace Emerging Web Capabilities to Exploit the Physical Web

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.