The Next Level of Location-Based Marketing
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Every brand now has the opportunity to delight customers as they live, work, and play through their ever-present smartphones. If an app returns value to a customer in the right ways, that customer may reward the brand by sharing intimate information such as their location. Customers are always on the move. If a brand can maintain a trusted relationship, they can say goodbye to the days of expensive mailing lists that are 20-30% out-of-date the moment they're purchased. Location is quickly maturing, starting with the check-in and evolving into strategic geofencing and boundary-based campaigns. The creepy idea of coupons blasted to your phone from nearby retailers is transforming into strategic customer-centric marketing. Technology that enables you interrupt a customer based on their location is powerful, but it must be used correctly. Doing this right can captivate customers. However, an irrelevant interruption that confuses a customer will lead to an uninstall. That’s why we took a customer-centric approach in building Urban Airship’s location-based push notifications. For example, marketers can choose a neighborhood from Maponics Neighborhood Boundaries to push to. No futzing around with latitudes, longitudes, and radiuses. Just choose “Times Square” and compose your message. Maponics provides us with the boundary of Times Square, we present the neighborhood to you on a map, and you’re ready to push to anybody in that area. With Urban Airship, you can combine customer insight with our location backend. For example, a retailer could target users in the neighborhood that have purchased shoes before, or a casino could give premium treatment to VIPs currently on the Las Vegas Strip. Simple “and, or, and not” rules can be used to combine location with customer insights. Combining your brand expertise with Urban Airship’s location backend provides powerful customer-centric abilities. Finally, we didn’t limit our location back-end to just “right now.” You can push to anybody who was in Times Square in the past three months. Or to theater fans that were in New York City in the past 30 days, but were NOT in Times Square this past weekend. There are tons of use-cases in travel, media, entertainment, retail, logistics, and more. Using Maponics Neighborhood Boundaries helps us make sense of the world so that you can do powerful things. Smartphones report coordinates, which are one technical piece of the puzzle. From there, Urban Airship takes over to make it easier for you to delight customers in relevant ways where they live, work, and play. Ben Standefer came to Urban Airship as an engineering leader through the SimpleGeo acquisition and is now the Product Manager for Urban Airship’s Location Messaging Service. Ben likes snowboarding, running, Taylor Swift, campfire guitar, and the San Francisco Giants.