Personal relationships encouraged by Geofencing – Having a personal bond with customers is one of the biggest developments in marketing strategies in recent years and having access to mobile data allows businesses to cultivate these rapports. This also helps increase conversions and optimise the delivery of campaigns. Geofencing is the use of GPS to realise a virtual circumference around particular locations. So businesses can identify a radius surrounding their store’s area in order to focus adverts to the relevant potential users. When a potential user enters into this area, they receive an advert to their device in conjunction with their purchasing preferences and location preferences. Geofencing allows businesses to cross into their clients’ purchasing habits.