Tag: Location Data

Categories
Apps

How to Drive Brand App Engagement With Location Data

Adding location to your brand’s mobile app will improve engagement and drive downloads.

As an app publisher, it’s important to keep your audience interested and engaged. Nobody wants to slip into a folder on the third page of the home screen. To keep users fascinated by your app, it’s crucial that you provide them with content that is relevant and provides them with value. One way of doing this is with location.

Apps are integral parts of daily micro-moments, with users spending on average over 30 hours per month in apps. These micro-moments are important for brands to connect with their customers and it’s here that apps create relationships with their audiences.

A mobile app can complement a brand’s offline experience, drive online sales, or just connect with audiences. One thing that improves all of these experiences is location.

 

Location and engagement for brand apps

Most users are downloading brands app for mainly practical reasons. Maybe it’s to track their orders or find physical real world locations without having to attempt to navigate their mobile browser. But what if it was possible to provide value to users beyond this.

Using location, you can push to your users based on where they are. Further, it’s possible to achieve this at relevant times. For example, you can send a notification to your app audiences when they are close by to a physical store, with promotions, connecting the digital to the physical store. Users who have a positive experience of an app are more likely to keep them installed. Apps that ease their daily lives are valuable, and contextual notifications are valuable for apps.

An example of this can be informing users of offers in nearby places. Understanding where your app is used and prompting them with solutions when in these locations before they even think to use your app as a solution. For example, imagine you have a high street clothes store app on your phone. When you walk into the store you look at your phone to see a notification with something along the lines of “welcome to [insert your store name], head to the third floor for 30% off lingerie”. You can even know that the user has been searching for lingerie already on your app and segment the delivery of these notifications to those whom it’s most relevant. Personalisation is key with proximity mobile marketing.

 

Driving in-app sales

For all those e-commerce apps out there, number one is sales. How can you drive sales and ensure that you are targeting the right app users with the right notifications? Well, using the Tamoco proximity SDK you can understand how your users behave. That means if you are an online meal delivery app, you can gain insights into which app users have visited venues on your order list. You could then, for example, send a notification to users that reads something along the lines of “why not enjoy [insert restaurant name] for dinner tonight. Available through [insert your app]. Again this provides huge value for the user, optimises your mobile marketing spend and boosts in app sales.

Using the Tamoco analytics platform you can see where your users are making purchases and generate insights around their behaviour. All this is crucial to understanding how audiences are engaging with your app.

Don’t get lost in the app store back catalogue. Make sure that your app engages and reengages with audiences using location via the Tamoco proximity SDK.

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Grow your app with Tamoco

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Categories
Marketing & Advertising

The 5 steps to creating an effective proximity campaign

If you’d like to know more about mobile proximity marketing, then you’re in the right place. We’ve put together 5 key steps for mobile marketing success.

 

Step 1 – What are you trying to promote?

This is where you’ll develop a better understanding of your product. If you’ve previously run campaigns with Tamoco you’ll already have a much better understanding of which products provide the most engagement through mobile. But don’t worry if not. Our team is here to help. We can run listening campaigns to help find where your ideal customer is and where is best to target them.

 

Step 2 – What’s your offer or call to action?

Again, previous campaign data will provide concrete results on this. The point to make here is that it’s not necessarily all about giving something away for nothing. With proximity mobile marketing the consumer sees your advert when it’s relevant. Some of our most successful campaigns have simply notified audiences of relevant venues and products. If it’s relevant to the user, then there’s a high chance they’ll be interested, regardless of huge discounts.

 

Step 3 – Where should a user receive your notification?

There are a few options here. It depends mainly on the product you are trying to push. It also depends a lot on your competitors.  You can run footfall campaigns that are triggered in locations that are close by to your venue. Audiences will probably have shopping on the mind when in an area close to your store. Therefore, they are much more likely to respond to your content. As a rule of thumb, customers are much more likely to visit if they are nearby, rather than at home in their PJs.

Another option is location triggering around a competitor. Reaching users as they are about to enter a similar store always works well as a proximity campaign. These audiences are already in the right frame of mind to buy your product. A tailored notification could be just the trick to inspire a visit to your store or to generate interest in your product.

 

Step 4 – When should your content be delivered?

Timing is important in creating highly personalised content and it provides value for the consumer. Why send a notification for ice-cream when there’s a storm? Why encourage visits to your bar at 9 am? Other methods of marketing don’t differentiate and this can just waste marketing spend. Proximity notifications can be triggered based on a multitude of factors, from the weather to the time of day, allowing for you to increase personalisation and optimise spend.

 

Step 5 – Attribution

No that’s not it. We like to help brands measure and understand their marketing efforts. We can accurately measure the effectiveness of proximity campaigns using the tech on our network. In-venue sensors will measure store activity. This allows for great measurement of ROI and helps for businesses of all kinds to gain a better understanding of customer behaviour.

It also means you can retarget those who are interested in your brand or product. Campaign data is valuable for retargeting purposes, and you can improve marketing efficiency throughout various channels.

Of course, the very nature of personalised advertising can be much more complicated than this. That’s why we recommend that you get in touch with our team. We’d be more than happy to suggest the best campaign for your budget and assist you with any further questions that you may have.

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Discover location based marketing

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