Geofencing for mobile apps is an easy way for mobile app marketers to take advantage of location-based marketing. Geofences are virtual fences that are placed around a real-world location and allow you to interact with mobile users when they enter it.
Who sends geopush notifications?
Mobile app product owners and marketers send push notifications using a marketing automation tool. On a very high level, think of it as a similar process as to how an email is sent.
What are ways mobile app marketers can use geofencing technology?
There are three main use cases of geofencing for mobile apps:
(geofencing push notifications)
Geopush, or geofencing push notifications, are push notifications that are triggered when a user enters a geofenced location. The goal is to drive interactions with your brand by keeping you top of mind when it’s most important to be, based on where users are.
2) User targeting
If you know a user has recently visited a specific location, you can tailor your mobile messaging (push, in-app, inboxing) to include this knowledge to make the interaction feel personalized for them.
3) Data analysis
Understanding where a user has been or frequents is key to building a solid profile about them. With geofences, you’re able to know when a user enters or exits designated locations – for example, a rock concert – so you can understand their unique interests and tailor the app experience to them.
Where should mobile app marketers put geofences?
Mobile app marketers should put geofences around any location where it makes sense to engage with or gain valuable insights about their audience. A few ideas to consider for geofences:
- Brick and mortar locations
- Competitor locations
- Major events (sporting, concerts, road races, etc.)
- Public places of interest
- Billboards or any locations where you’re doing physical advertising
When should app marketers send geopush notifications?
App marketers need to use the same logic for geofencing push notifications as they do for regular push notifications – aim to add value. If you’re going to send a geofencing push notification when a user is outside your store, make sure it is relevant to them and not just a desperate plea for attention.
Sephora did a great job with the below geopush:
How important is location-based marketing to my mobile strategy?
With geofences, we’re finally realizing the promise of mobile. Mobile is inherently location-based, and geofences grant marketers the ability to connect with their users how and when they want — based on their location. Location-based marketing has grown increasingly more important to engage with users and is only projected to expand in the coming years. Geofencing grants marketers the ability to easily implement location-based marketing into their strategies.
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