Geotriggers are a very powerful tool to enhance your mobile app campaigns. They can easily generate very valuable location insights about your app users that would help you improve your app user experience and engagement. So if you want to find our ways to use geotriggers in your campaigns, keep on reading.
What are geotriggers?
A geotrigger is a ‘ping’ that a mobile device with your app sends when it enters a geofence. It works in the same way as a geofence, but does not send a push notification to the user. This makes it possible for app administrators to collect location data from users without having to send a single push notification. Find out how to convince your app users to share their location details in our blog post about The Perfect Opt-In Experience.
The range and accuracy of geotriggers is exactly the same as the geofencing notification campaigns that you would create. The range of a geotrigger is from 50 to 50’000 meters. The accuracy of geotrigger is about 10 meters.
How are geotriggers used to collect location data?
With a set of geotriggers for each user of your app, you can start to build up a picture of their location history and which geofences they have entered and exited. This can be used to improve targeting of users individually or to build up a larger picture of how all of your app users move across a larger area e.g. throughout a city. For example, below is heatmap based on app users’ location historty, which has been collected with geotriggers. It visualizes how busy certain areas are in the city of Detroit.
How can location history data be used?
As app administrators thrive on data to improve their user experience and engagement, location based data is also an important component to understand their users’ behaviour in the real world.
Businesses such as brick and mortar stores see location data as significant for making important business decisions e.g. where should I open my next store.
Geotriggers are an excellent way of collecting valuable location data easily and efficiently. Some example of how geotriggers have been used are:
Track Key Metrics
By learning when users enter and exit a geofence, apps can discover how long consumers spend in a certain place such as a bar, when they visit and how often they return. Combining these metrics with online activity, purchase information and web browsing can help any business get a better overall sense of consumers purchasing habits online versus in person.
Gauge The Effectiveness Of Offline Advertising
By setting geofences around an advertising campaign, such as a billboard, agencies can find out how effective print ads are by comparing the number of store visits from consumers who saw the ad versus consumers who were not exposed to the campaign.
Make Smart Home Apps Smarter
Smart home apps can use geotriggers to know when users (and their smartphones) leave their home. The app can then automatically switch to “nobody’s home” mode and save on energy.
You can target people that have visited certain locations previously. By utilising your app user’s location history, app administrators can make their mobile targeting a lot more effective. For example, if an app user has visited a store twice, you can wait until the third visit before you give this person a coupon to try to close the sale. This way you are making your mobile marketing efforts more personalised, but spending your budget wisely and not just giving out coupons to everyone.
Understand Population Movements
By creating multiple geofences throughout an area such a city, you can see over a period of time what people’s movement patterns are. You can easily learn things such as what times of day or days of the week people visit a location that you are interested in. By creating heatmaps you can also see the concentration of people at a particular location. This can be useful for improving distribution of your product or deciding where you open a new branch of your business.
Want to know more about geofencing?
Download the Ultimate Guide to Geofencing for Mobile Marketing to find out more about geofencing and beacons and why to use them in your app.