Geolocation marketing – crafting a symbiotic relationship with your customer

Mobile is increasingly becoming the channel of choice for brand engagement, especially amongst younger generations who rely on their smartphones during their shopping journey. However, many brands have invested heavily in apps which are not delivering real return on investment.

Using new technologies in the geolocation space gives marketing professionals access to a wealth of opportunity to forge mutually beneficial relationships with their customers. Tapping into meaningful data will not only fundamentally shift your customer engagement but could make your mobile app the most valuable tool you have at your disposal.

Beacons and geofencing offer huge opportunity

Over the next few years, we can expect the relationship between physical and online sales and marketing techniques to narrow considerably. Augmented, virtual and extended realities are becoming more commonplace as the cost of the technologies continues to drop and device manufacturers throw their weight behind them.

Companies looking to enrich their apps are now also leveraging the tech advancements in beacons and geofencing. These make them far more accessible, allowing highly targeted campaigns, including in-store promotions.

Let’s take a closer look at how these technologies work and how they can benefit your organisation.

Starting at the macro level, a geofence is a virtual perimeter that you can set up around a specific location. It will register when someone carrying a smartphone with your app is near your store or event and allow targeted communications with them as they move within the perimeter.

Embedding a light SDK (software developer kit) into the app and connecting it to your existing content management platform allows marketers to harness the data and gain real insight into customer behaviour. They can then target customers with the most appropriate message or campaign at exactly the right time using push notifications. These targeted messages can be based on previous interactions such as transactions they have made, as well as loyalty and segment data.

What’s particularly interesting about geofences, is the ability to track customers in the vicinity of competitor locations.

The tracking combines the use of cellular, GPS and Wi-Fi data and can even run in the background of the phone without your app actually being opened. Geofences do not require additional hardware, but engagements should be carefully thought through so as not to spook the customer who may be startled by the notion of being tracked.

Beacons, meanwhile, are micro-location hardware that let you know when someone is near a specific product or object within a smaller space such as a store. They work on a very granular level and can be used in conjunction with geofences, or on their own.

Well-known use cases of beacons include the Gatwick airport where beacons help travellers find flight info as well as locations of retail stores within the terminals.

A Dutch real estate agent deployed beacons on their sale signs outside properties, alerting house hunters passing by, and providing virtual tours of the properties. The city of Amsterdam has deployed thousands of beacons around the city. Together with Google, they are allowing Dutch developers to use these to deliver relevant information to the city’s citizens and tourists, including information about public transport, museums and retail hotspots.

Gaining insight without invading privacy – creating a value exchange

A key challenge for marketers using geolocation marketing is how to entice users to opt into the tracking. Privacy concerns are growing amongst the general population and when designing a geolocation campaign, it’s imperative to clearly show the value exchange between your organisation and your user.

Waiting for the second or third engagement before you ask your users to opt-in ensures you have already established a more trusted relationship with them. Making sure they understand that you still respect their privacy and explaining clearly that you will be tracking their movements in a limited way, and only under certain circumstances, also goes some way to allaying concerns. This should be supported by an easy to understand privacy policy.

Most importantly, users must see a clear value proposition in engaging with you. If I know that I will be getting special offers, discounts, vouchers, loyalty points or air miles, I will see the sacrifice of sharing my data as inconsequential. The offers should also be specific to me as a user, based on my past behaviour and how I have engaged with you previously.

Using data to drive behaviour

It’s clear that the core of successful geolocation marketing is accessing the right data and making the most of it. Once you have your app on someone’s phone, getting the most out of it means using the treasure trove of data it can deliver.

DoubleClick tracking will give you behaviour data, like when your app was downloaded and when it was first launched. However, it’s best to use in-app analytics to drill down further. This allows you to establish which parts of the app engagement are most enjoyed and consumed, and when last they came back to your app – essentially you are tracking frequency and recency.

You can then tailor-make rich media push notifications with HTML5 content including video and pictures. This entices the consumer to open the app and begin deeper engagement with your content. This, in turn, allows you to better target your geolocation campaigns and then boost it through other marketing channels.

While some analysts may be predicting the demise of the mobile app, there are still many ways to make them work for you. Getting the most out of your app investments requires you using it as a portal into the psyche of your customer. Once you’re inside, you can begin to understand them and, ultimately, forge symbiotic brand relationships.


Article by:
JOHAN WALTERS

Johan Walters heads up NMPi Labs. He has over 17 years in the digital marketing space and is also part of the NMPi Digital global consulting team. NMPi Labs is the innovation hub of NMPi Digital Marketing Agency. Focusing on AR, VR and mixed realities, NMPi Labs augments the services offered by NMPi Digital including: digital strategy, performance display, DoubleClick technology, data analytics and SEO. NMPi Labs is a certified Blippar partner in South Africa


Image credit:
© Pixabay via Pexels.

Article first published on:
Biz Community http://www.bizcommunity.com/Article/196/78/174813.html

 

LIVE NEWS: DoubleClick Tracking Failure

DoubleClick is currently experiencing a technical failure, which DoubleClick engineers are in the process of repairing.

From what we have seen the issue appears to be with DoubleClick’s ability to redirect ads, meaning some users are not able to get through to a landing page.  At the moment it is believed that it is a widespread issue, and likely Global.

What to Do

No timeline has been given for a resolution, and as a result we advise all advertisers using DoubleClick Search to take the following measures in the interim period.

  1. Change automatic sync to manual.
  2. Within AdWords, remove the account tracking template.

For those running display activity via DBM consider pausing your activity, as targeting is based on audiences as oppose to search, where you may not get an opportunity to reach that user again.

However, the exception would be if you are running a promotion, in which case we would recommend keeping it active for retargeting activity.

Removing the tracking template will mean that we are not tracking conversions through DoubleClick but will mean that users are getting to your site without problems.

We have taken these actions with our own clients to protect their paid search campaigns, and have paused paid media activity through Google Shopping, Display run via DBM, and Facebook activity which is tracked via DoubleClick.

Note: If you are using an external tracking solution such as, Marin and Kenshoo, this problem should not be affecting your campaigns.

The problem seems to come in and out, so we recommend keeping a close eye on all of your campaigns.

We are in close contact with multiple teams at DoubleClick as they seek a swift resolution to these difficulties, and we will update this post as soon as we have more information.

NMPi Wins Gold and Silver at 2018 Bookmark Awards!

Last night marked the 10th annual Bookmark Awards, an IAB SA initiative, which rewards excellence in digital marketing. After such an amazing night we couldn’t be more excited to announce that NMPi has taken home two awards!

It is an honor to be recognised for our leading-edge innovation in Organic Search Marketing.

Our work with Clicks and Gumtree took home Gold and Silver, respectively, within the Organic Search Marketing category. We are proud of our team and the results they have achieved for our clients.

Congrats to all the winners from last night. Check out the full results: Bookmark Awards 2018 Winners