Donky explores the three types of location based marketing – geo segmentation, geo fencing, beacon. Informaiton and best practice to help you get the most from mobile through location based marketing.
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USES HISTORICAL LOCATION INFORMATION TO CREATE
SEGMENTS OF USERS WITHIN A SPECIFIC AREA
5. THIS INFORMATION IS USUALLY NOW STORED IN A
CRM OR MARKETING DATABASE AS THE CUSTOMER’S HOME ADDRESS
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GEO-FENCE
A VIRTUAL PERIMETER AROUND A GEOGRAPHICAL AREA
BASED ON A RADIUS AROUND A SINGLE LAT / LONG POSITION
8. REQUIRES LOCATION SERVICES TO BE SWITCHED ON
WITHIN THE DEVICE TO FUNCTION
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THE FENCE IS MONITORED BY THE DEVICE SO THAT WHEN IT
CROSSES THE PERIMETER THE MOVEMENT IS TRACKED / IDENTIFIED
THE DEVICE WILL BE NOTIFIED IF THE USER GOES IN OR OUT OF THE FENCE
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UPDATE CONTACT
IN DATABASE
SEND RICH
MESSAGES
SEND PUSH
NOTIFICATIONS
TRACK USER
BEHAVIOURS
THIS DATA CAN BE USED TO TRIGGER OTHER EVENTS:
11. A REAL WORLD EXAMPLE
TRACKING WHERE YOUR USERS ARE ENTERING AND EXITING YOUR
FENCE ALLOWS YOU TO CREATE TARGETED MARKETING
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FOR EXAMPLE:
SEND A MESSAGE UNDERSTAND
TRAVEL PATTERNS
POSITION
BILLBOARD ADS
OFFERS WITH
LOCAL RESTAURANTS
PROMOTE LOCAL
PARKING
UNDERSTAND
SHOPPING
PREFERENCES
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BEACON
A BLUETOOTH LOW ENERGY TRANSMITTER THAT CAN
COMMUNICATE WITH APPS ON SUPPORTED DEVICES
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70m0m
WORKS LIKE INDOOR GPS
MAX RANGE 50-70 METRES
SIGNAL IS EASILY INTERRUPTED BY PEOPLE, DOORS OR WALLS
BEST POSITIONED ON CEILINGS TO AVOID THIS
15. 20
THE MAXIMUM NUMBER OF REGIONS IT IS POSSIBLE FOR A
SINGLE APP TO STORE WITHIN A DEVICE
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SET UP RULES TO MANAGE THE TRIGGERS SO THAT USERS
AREN’T PEPPERED WITH MESSAGES
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GEO-FENCING TECHNOLOGY
THE ABILITY TO TRIGGER MESSAGES
NOTIFY A THIRD PARTY SYSTEM
TRACK MOVEMENT IN AND OUT OF FENCES
BEACON PROVIDER FOR HARDWARE AND SOFTWARE
A CONNECTION BETWEEN YOUR CRM AND APP
RULES TO PREVENT MESSAGES BEING SENT OVER AND OVER
LINK EXISTING DATABASE / CRM WITH APP CRM
CONFIGURABLE BEACONS ( UUID / MAJOR / MINOR )
WHAT YOU NEED FROM YOUR LBS
Notas do Editor
Shop floor
Large beacon radius – capture users walking by with message triggered to encourage them to enter store
Medium beacon radius by door – trigger notification to in store display to welcome the user into the shop
Small beacon radius inside – trigger message with offer relevant to local products
Use beacon technology to track where your customers go in store to help with product placement, shop layouts and marketing targeting