With so much of our attention captured by the small, medium, and large screens that we stare at for hours every day, we can often forget that there is a real world out there with birds, trees, and even brick-and-mortar stores. But although our minds are laser focused on the digital world, our bodies are, thankfully, still firmly placed in the physical world. For marketers, it can often be hard to connect the two. Thankfully geolocation technology is helping to bridge this physical and digital divide, enabling the two to work together.
Although you’ve probably heard of geolocation technology before, recent developments have increased the level of control and accuracy available to marketers when targeting and triggering location-based campaigns. For instance you can now map out locations of any size with geo fences as small as 5 meters wide, in any shape you want, to accommodate the exact environment that you want to target. Combined with a sophisticated multi-channel marketing solution, it becomes an extremely powerful way to interact with customers in precisely the right place, at the perfect time, with a message that is hyper-relevant at huge scale. The results? Considerably increased engagement, conversion, and revenue.
So without further ado, let’s take a closer look at some practical geo campaigns:
Drive In-Store Foot Traffic
Getting customers into your store, restaurant, stadium, or wherever you want them, is one of the age old struggles. But unless you’ve been investing heavily in mind control technology, you’re going to have to rely on marketing to help you get those feet in the door.
Geo campaigns make this job easier. They enable you to reach customers when they are nearby one of your locations, by triggering a push notification which prompts users to visit your location. For example, notifying a user of a recently opened branch in their vicinity that they haven’t yet visited. To really stand out, include payload targeting, like mentioning the specific coffee they usually order through your app.
Up until recently, if one of your customers stepped into a competitor’s store, you wouldn’t know about it, and you definitely wouldn’t be able to do anything to stop them. Unless of course you hired a private detective to follow each customer, but that isn’t exactly efficient. It’s also just plain weird.
Thankfully there is a better way. Drawing geo-lines around your competitors’ store locations not only lets you know when your customers enter a competitor’s store, but also enables you to trigger a message that could make the difference between retaining or losing business.
The telco industry provides a perfect example. Customers who are known to be approaching the end of their contract, and then are found to be entering a competitor’s branch, can be targeted with a contract renewal offer, like the latest iPhone, or a more competitive package.
Location campaigns can really help you monetize through your app when combined with user behavioral data. For instance if a user has viewed an item through your app several times, you can trigger a push notification encouraging purchase of that item the next time they break a geofence near one of your stores. This could also take the form of pre-order and then pick-up.
Geo campaigns work extremely well for customer satisfaction. Because location data lets you know when a customer enters and exits a location, you can target them at a time when the experience is fresh in their mind.
For instance when a customer has just left your branch you can trigger a push notification asking them to complete a short in-app survey. Likewise when a flight lands at a destination, you can trigger a push to ask for feedback on their journey. We’ve seen outstanding completion rates, as high as 86%, for these kinds of location-triggered surveys.
If you'd like to find out more about Swrve and geo location technology, please don't hesitate to contact us. And while you're here, why not take a look at 11 Data-Driven Tactics to Drive Multi-Channel Engagement