Creating Location-Based Mobile Campaigns That Actually Work

By Tom Farrell

Perhaps no aspect of mobile marketing is more misunderstood, and more poorly executed, than location-based delivery of push notifications. Those of us with longer memories will recall the excitement at the ability to send push notifications to thousands of people in the same location. Unfortunately, as if often the case, the ability to do something meant that considerations about the desirability of doing it took second place. The direct result was a lot of unfocused marketing that is unlikely to take up residence in the textbooks.

But we should avoid throwing the baby out with the bathwater. The fact is that location is a vital aspect of most good mobile marketing campaigns, and with very good reason. Mobile continues to have that extraordinary (if often overlooked) advantage: it follows the individual around and tells us where the individual is. As you can imagine, used well this power can create truly outstanding experiences. Used poorly it can be irritating beyond belief.

Here are three use-cases from the Swrve archive that demonstrate how campaigns using the triggering of geofences should be done.

1. Customer Satisfaction Surveys

Customer satisfaction is an important metric for most businesses large and small. Particularly for the former, it can be hard to get a handle on – hence the significant investment in Net Promoter Score and similar programs. But as consumers move to mobile, and the mobile app specifically, it is important to ensure these types of survey follow the user into that environment. The alternative is only looking for feedback from users in more traditional channels, giving at best a partial insight into the customer base.

But mobile app based surveys don’t need to be restricted to feedback on the mobile experience itself. In this example, visitors to a bank branch are surveyed as they leave that branch. A geofence is created around the branch, and on exit of that geofence, a push notification asks the user to quickly deliver feedback on the quality of the experience. Whilst the campaign itself is entirely native mobile (and thus delivers excellent completion rates), it provides real-time feedback on the performance of individual bricks-and-mortar branches. Mobile-based satisfaction surveys aren’t only for mobile experiences!

2. Location + Intelligence In Retail

If the example above showed us the benefits of speaking to people as they leave, this campaign brings people in – and is another great example of the power of location in multi-channel marketing specifically. It also goes beyond location alone to deliver the real power that is associated with ‘location + intelligence’.

To understand what we mean by that, let’s consider what ‘location alone’ marketing looks like. Some of this will be familiar from the early days of location-based push in particular, and it essentially means the delivery of campaigns to everyone in a given area. That’s good as far as it goes, and it was certainly exciting at the time, but as the novelty wears off and consumers tolerate interruption less and less, it no longer cuts it. This campaign represents the alternative.

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Source:: Business 2 Community

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