Innovative “Geo-Fencing and GPS Alert” Push Messaging Marketing Tactics

By Marketing, Mobile Industry Trends, Push Messaging, Retail Comments Off on Innovative “Geo-Fencing and GPS Alert” Push Messaging Marketing Tactics

Push messaging is a feature that is available through a native mobile application (NATIVE = an app that is downloaded rather than viewed through a browser) that offers marketers an incredible amount of functionality. Since native apps require users to download an app, the user has invited marketers into their pocket, living room, office and basically wherever the user brings their smartphone. Using creative push messaging marketing techniques is important because, sometimes users can view push tactics as invasive. Therefore marketers must think out of the box to deliver contextual messaging, sales promotions, product awareness messaging and other direct marketing tactics.

Geo-fencing or GPS Alerts

Due to the mass adoption of mobile and smartphone technology, users have begun to demand tailored messaging that meets their needs and objectives. GPS has become an incredible feature for marketers, because it allows them to deliver contextual messaging to their customers and prospective customers.

I am going to use a big box store as an example. A user watching television notices a big box store, they frequently shop at, has a mobile application. They download the application because they were made aware that the app offers deals, sales and other benefits such as a store locator and hours of operation.

Upon download the user is asked a brief set of questions to determine their preferences.

  • What are the departments you shop in most (secondary and tertiary as well)
  • What are your favorite brands?
  • What type of products would you like to receive alerts about
  • Where are your favorite stores (GPS based through a store locator)

Upon completion of an initial customer assessment, the user is telling the mobile application their preferences. Therefore since they have set their favorite departments, brands, products and stores, marketers are able to deliver relevant messages.

Let’s go through the purchase decisions, involvement steps and channel relationships

1. The user/customer wakes ups in the morning and decides they would like to go to a big box store

2. They get in their car and drive to the store, not expecting to buy more than one new product

3. Since they have preset their preferences (favorite stores, products, brands, departments) and they have downloaded the app, as soon as they walk into the store push messaging, is sent to their smartphone with contextual content

4. The user opens and views the contextual content and puts their phone back in their pocket

5. Since preferences have been set, geo-fencing can provide messaging when a customer walks by one of their favorite brands, departments, products etc.

6. The user puts items in their cart that they may not have noticed and checks out

7. The application stimulates buying and improves sales and ultimately channel relationships because the big box store is making more purchase orders through their suppliers

8. Not only, does the app provide increased sales and  channel relationships, but it also provides data about consumers who own smartphones and what they are looking for while at the point of purchase. Therefore retailers are able to improve their supply chain through demand metrics.

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