Innovative “Geo-Fencing and GPS Alert” Push Messaging Marketing Tactics
tim rich and lesley katon via Compfight
Push messaging is a feature that is available through a native mobile application (NATIVE = an app that is downloaded rather than viewed through a browser) that offers marketers an incredible amount of functionality. Since native apps require users to download an app, the user has invited marketers into their pocket, living room, office and basically wherever the user brings their smartphone. Therefore marketers can capitalize on contextual messaging to deliver sales promotions, product awareness messaging and other direct marketing tactics.
Geo-fencing or GPS Alerts
Due to the mass adoption of mobile and smartphone technology, users have begun to demand tailored messaging that meets their needs and objectives. GPS has become an incredible feature for marketers, because it allows them to deliver contextual messaging to their customers and prospective customers.
Interested in mobile statistics and mobile marketing? You may also like: Charts: Worldwide Smartphone Market Share and Trends, What is Push Messaging and why is it so Powerful?, 6 Things to Consider when Building a Mobile App
I am going to use a big box store as an example. A user watching television notices a big box store, they frequently shop at, has a mobile application. They download the application because they were made aware that the app offers deals, sales and other benefits such as a store locator and hours of operation.
Upon download the user is asked a brief set of questions to determine their preferences.
- What are the departments you shop in most (secondary and tertiary as well)
- What are your favorite brands?
- What type of products would you like to receive alerts about
- Where are your favorite stores (GPS based through a store locator)
Upon completion of an initial customer assessment, the user is telling the mobile application their preferences. Therefore since they have set their favorite departments, brands, products and stores, marketers are able to deliver relevant messages.
Let’s go through the purchase decisions, involvement steps and channel relationships
1. The user/customer wakes ups in the morning and decides they would like to go to a big box store
2. They get in their car and drive to the store, not expecting to buy more than one new product
3. Since they have preset their preferences (favorite stores, products, brands, departments) and they have downloaded the app, as soon as they walk into the store push messaging, is sent to their smartphone with contextual content
4. The user opens and views the contextual content and puts their phone back in their pocket
5. Since preferences have been set, geo-fencing can provide messaging when a customer walks by one of their favorite brands, departments, products etc.
6. The user puts items in their cart that they may not have noticed and checks out
7. The application stimulates buying and improves sales and ultimately channel relationships because the big box store is making more purchase orders through their suppliers
8. Not only, does the app provide increased sales and channel relationships, but it also provides data about consumers who own smartphones and what they are looking for while at the point of purchase. Therefore retailers are able to improve their supply chain through demand metrics.
Read More4 Reasons Why Tourism Boards Should Leverage the Power of Native Mobile Applications
Evan Leeson via Compfight
GPS and Geo-Location
Geo-location has become an integral part of native mobile application development. Tourism boards can utilize GPS to provide an immersive experience where users can locate and get turn by turn directions to area points of interest. Since a native application is utilizing the capabilities of the device, the experience is quicker, more efficient and leaves the user with a positive brand image.
For Example, A Tourism Board can provide a map view and locations of all of the point of interest
- Restaurants
- Nature Trails
- Night Life
- Local Theater, Sports, and Events
Camera API and Photo Upload
Tourists love to take pictures. Therefore incorporating a camera function within a tourism based application can be very powerful. Tourism boards can run contests and engage users simply by incorporating an existing function into a branded application.
For example, a visitor is in town for a wildlife adventure, and suddenly comes across a unique animal; the user snaps a picture using the camera function within the application or the application provided by the device. The user can upload the picture to the mobile application and “photostamp” the bottom right corner of the image with a catch phrase and logo i.e. “Saw this in the Yukon…YUKON TOURISM”. The user can then upload the photo directly to their social networks.
THAT IS A VERY POWERFUL MARKETING TOOL!!!!!!!
Push/Pull Messaging
The user visits a destination and downloads a tourism mobile application. They had a great time but they return home to their job and day to day routine. Fortunately, since the user downloaded the application, they invited the tourism board into their pocket, living room and workplace because the application is running off their device. The Tourism Board marketing team can now have a direct mobile marketing opportunity.
For Example, The Tourism Board can send push notifications to users of the application that update them about upcoming events. The push message could have a question embedded, such as “Are you attending the Jazz Festival this June?” The Tourism Board can than pull information and obtain data from users of the application
Media Rich Advertising
Native apps provide a more powerful ad delivery system than web based apps. When clicked, banner ads offer a rich user experience. Essentially, native based ads are separate apps that run in the background of native mobile apps. Therefore, native based ads provide audio, video and visual feedback that far surpasses web based ads. The aforementioned capabilities provide an excellent platform to promote local businesses and points of interest, which stimulates economic development.
Read MoreWhat is Push Messaging? and Why is it so Powerful?
What is Push Messaging?
Push technology is when a user requests that specific data be automatically sent to their mobile device. Push messaging has been around for decades but most recently has been adopted within the mobile space. In the early days of push messaging stock quotes, personalized news, sports scores and other catered messaging revolutionized communication methods for marketers. The advent of the smartphone has created a tremendous opportunity, because users have a personalized device in their pockets at all times.
The Power of Push Messaging
Upon download of a native app (native app=downloadable, runs off the device), the user is inviting the developer and marketer into their home and workplace. Strict guidelines must be followed, but generally the process is fairly seamless. Downloading an app allows marketers to get close to their consumers, unlike any other communication channel. Radio, TV, Print and other forms of traditional media, have a middle man that controls access to the customer. Whereas mobile users can be reached directly on the devices they love. Brands, Organizations and marketers can now reach their consumers directly without relying on other mediums.
Push allows for Social Interaction with Users
Push technology creates a relationship with customers and they are inviting you to contact them whenever the marketer, brand or organization can add value to their user experience. For example, A native app can notify someone while on the way home from work that a highway is closed or a grocery store has the roasted chicken “family pack” on flash sale. Although push messaging is a very powerful tool, it must be strategized correctly in order to receive full value. The power of messaging someone on a personal device can turn a user’s brand perception very quickly.
If you are interested in more information about push messaging I encourage you to call me @ 905-526-0386 ext 550 or email me Drew@floatpoint.com to discuss how we can help meet your mobile goals and objectives.
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