geofencing Archives

Is Mobile The Missing Piece to Your Marketing Strategy?

February 6, 2015

As consumer behaviors shift so must marketing strategies. Mobile is no longer the second screen, so why is mobile still at the bottom of business’s marketing plans? Salesforce’ State of Marketing report revealed that 90 percent of marketers agree that it’s increasingly important to “create a cohesive customer journey.” What is the most effective technology to enable a complete journey? Mobile.

There are a number of ways to implement mobile marketing into your strategy. At the very basic, all websites should be mobile responsive. A poorly designed mobile website will disrupt your customer’s journey by providing a poor user experience. For example, if a customer wants to make a purchase on their smartphone, being unable to do so because of a poor design or experience could result in not only a lost sale but a lost customer if your competitors have already optimized for mobile.

What can you do integrate mobile into your marketing strategy? Almost half of surveyed marketers use SMS, push notifications, mobile apps or location-based functionality — up from 23 percent last year. Mobile apps are one of the most expensive option but can be great for news sites and web services. For e-commerce businesses, mobile ads might be a simpler option to drive users to their website. Retailers have many innovative opportunities to integrate not only mobile ads and apps into their website but location-based technologies like iBeacons, push notifications and geofencing. Right now, only 18 percent of surveyed marketers are using these technologies.

As marketers continue to understand the power of mobile tactics, they should no longer be part of a separate strategy but an integral part of overall marketing plans.

5 Things to Know About Geofencing

December 18, 2014

Geofencing is a great tool for brands interested in location based marketing. Brands can push notifications, reminders, coupons and a number of other messages to consumers within a defined area. Geofencing creates a virtual fence around a specific area where companies can communicate to mobile devices within that perimeter. Brands have experienced up to 70 percent higher click-through rates when using geofencing campaigns compared to standard ads. Why? One reason is that content is being delivered to consumers when and where they need it.

When setting up a geofencing campaign, there are a few things to keep in mind in order to achieve the best results.

Get your content down first. When using geofencing, you’re sending notifications to consumers. Getting your content down first is the foundation to any successful campaign. Know what you are trying to achieve, for example, if you want consumers to make a purchase, sign up for something, or share content with their friends. Give them a call to action, and make sure the content is enticing and relevant.

Double check the location. Geofencing perimeters can cover a wide area. That’s why they’re great for outdoor events and venues. For the best results, ensure that they are accurately placed in order to reach the right customers. You don’t want consumers outside a baseball stadium to receive a deal exclusive to fans watching the game inside.

Size matters. Setting your perimeters too big or too small will affect the success of your campaigns. If the area is too big, the content you deliver might not be relevant enough. If the area is too small, however, you might not reach enough people to achieve the results you want.

Test and retest. It’s important to test that the technology is working properly (people are receiving notifications) but it’s equally important to test different messaging (people are seeing the right notificaitons. With the Tactify dashboard, you can use A/B testing to try different notifications, analyze which messages are being responded to the most, and adjust your marketing to achieve the best results.

Analyze the data. Last, take a look at the data at the end of the campaign. Who responded the most? What demographics did your messaging resonate with? What locations saw the highest traffic? Not only will this data help design your next geofencing or location based marketing campaign, it will give insight into your audience in general. Maybe you’ll discover a new customer base you never considered before!

Mobile Marketing Predictions for 2015

December 5, 2014

We have seen some amazing breakthroughs and innovations in the mobile space during 2014. Brands have embraced the power of beacons in campaigns, ads have become more relevant, and ApplePay could potentially revolutionize mobile payments. Businesses are beginning to understand how mobile marketing and tactics can increase sales and build a better relationship with their customers. So what can we expect to see in 2015?

Mobile payments

ApplePay could make mobile payments mainstream. Brands and apps, especially those that are retail-focused, can now make the user experience even more seamless. Eighty-six percent of shoppers use their smartphone to compare prices and browse sales. Connecting these with the ability to make a purchase without entering credit card information, or by just using their phone in store, will make an easier and faster shopping experience, in store and online.

More Location Based Marketing

Major retailers like Lord & Taylor and Walgreen’s have rolled out major pilot programs to test the effectiveness of using iBeacons for in-store marketing. In 2015, expect to see more brands using iBeacons, geofencing and push notifications to engage with customers and create innovative campaigns. About half of consumers say they are open to sharing their location and information in order to join a rewards program.

Better Content & UX

With the ability to use location and big data to better understand users and customers, expect to see better content and more intelligent UX. Advertisers, marketers and publishers recognize the effectiveness of delivering more relevant content using these tools, and are using new methods to understand how to connect better. Expect apps, ads and content to become more engaging and relevant.

What trends would you like to see in 2015?

Tactify Will Be Competing In The Web Summit PITCH Competition!

October 29, 2014

The Web Summit in Dublin We are excited to announce we will be participating at The Web Summit annual PITCH Competition in Dublin! On November 4 – 6, 2014, we’ll be joining 200 other startups for a three round competition. We can’t wait to share what we’ve been up to at Tactify and how we’re bringing the internet of marketing to everyone.

Due to the expansion of the Internet of Things, the mobile advertising marketing is exploding and increasing exponentially year by year. We created Tactify so businesses, small and large, can easily use the newest mobile technologies in their campaigns, such as beacons, NFC, QR codes and geofencing. In two minutes, you can create fully responsive mobile and in-app content for events, info points, price promotions, product information and contact profiles. Update and measure all from our centralized dashboard without a line of coding involved!

We’ve worked some amazing brands in the last year including Spotify, Pandora, Sony and the BBC, and helped advertising agency JWT create an interactive beacon campaign for the Melbourne Writer’s Festival.

If you’ll be at The Summit, be sure to stop by our booth and hear our pitch on stage. We’ll be at booth HIP312 in The Village on November 5th and ETP107 in Simmonscourt on November 6th.

You can also help us get to the semi-finals by tweeting @Tactify with #pitchvote between 9am – 5pm on November 4th and 5th (only tweets from Dublin count). The two startups with the most votes will get a spot in the semi-finals.

Hope to see you there!

How to Use Mobile to Increase Retail Sales

October 15, 2014

The ability to use mobile in marketing campaigns brings heaps of opportunities to increase retail sales. At Tactify, we believe that independent stores should be able to have campaigns that are as innovative and impactful as multinational stores. No matter the size of your store or staff, there are a number of ways to increase sales and expand your brand.

First off, there are huge benefits to incorporating mobile into your marketing campaigns. Almost two-thirds of Americans own a smartphone – and 55 percent of consumers who use coupons on their smartphone end up spending more money in store or online than they originally anticipated. A new study showed that mobile plays an integral part in the shopping experience of millennial moms – with a third saying mobile played a part in the inspiration and research part of shopping, and half saying they turned to their phones in-store to communicate with friends and family about their purchasing decisions.

So how can you increase your retails sales with mobile? Here are a few options:

Send push notifications using geofencing or beacon technologies to communicate with your customers based on their location.
Use NFC stickers or QR codes around the store offering coupons and reward points.
Reward customers who check in on social media and/or share their purchases with friends. Use NFC, QR and push notifications to make this even easier.
For iPhone users, integrate coupons and rewards cards with Passbook. Customers can easily save and access these on their phones (without a separate app) and eventually this will link to ApplePay.
Integrate your social media with coupons and rewards to redeem in-store or online.
Stay on top of the latest technologies like ApplePay to give customers the easiest and fastest check-out experience.

With any marketing campaign, make sure to use analytics to constantly evaluate and optimize your campaigns. Test which tactics get the most engagement with your customers and result in the highest ROI.

Check out Tactify’s products and mobile marketing solutions here.

Beacon Campaigns Taking Mobile to the Next Level

September 30, 2014

Beacons are taking mobile to a new level. They are helping add location and context to mobile communications and therefore, delivering more relevant information to consumers. What does this mean? More useful information, higher brand awareness and more innovative campaigns. These are some of the coolest beacon campaigns we have seen and worked on.

Hillshire Brands showed everyone how to increase sausage sales. Consumers who had the Epicurious or Key Ring apps received branded notifications from Hillshire when they were in supermarkets that work with the apps. There were also banner ads for the sausages within the app. The results? Purchase intent increased 20 percent and brand awareness increased 36 percent.

The Melbourne Writer’s Festival worked with us to put together a choose-your-own-adventure storytelling app using beacons and it was one of our favorite campaigns to date. Consumers could walk through the city listening to original short stories that referenced places and landmarks, and literally choose different endings based on the direction they walked. Check out the video here.

Lord & Taylor, Hudson Bay, Walgreens & Duane Reade are all testing pilot programs with beacons in store. Lord & Taylor and Hudson Bay stores are sending notifications based on where shoppers are within the store, giving a more personalized flair.

Last, a number of airports have introduced beacons to make traveling more easy. Passengers can receive notifications on the status of their flight, gate changes and look up nearby shops and eateries.

In addition to these innovative uses, we have seen and read about a lot of beacon scavenger hunts at conferences and in-store promotions.

What are some of your favorite beacon campaigns?

Tactify Creates Twists & Turns App for Melbourne Writer’s Festival

August 21, 2014

Have you ever wished you could choose the outcome of your favorite story? We’re excited to announce Twists and Turns, the first-ever choose your own adventure storytelling app, is now available for the Melbourne Writer’s Festival! Created for advertising agency, JWT, Twists & Turns uses beacons located throughout the city to determine a variety of storylines told within the app based on which street a user walks down.

There are three fictional stories that reference key locations throughout Melbourne, each with four different versions. Using a network of beacons placed throughout the city, the app maps physical locations to specific chapters of the stories. Depending on which street a user walks down, different storylines are triggered. You can see the stories come to life and determine which direction you want the story to go as you “twist and turn” throughout the city. (more…)

What Are The Next Mobile Trends?

August 13, 2014

Has 2014 been the ‘year of mobile’? There has definitely been significant growth in mobile usage, app growth and technologies like beacons and geofences — but don’t expect to see any of these slow down in the next few years. At the beginning of 2014, 9 in 10 Americans owned a mobile phone, 60 percent owned a smartphone and mobile usage surpassed the PC. According to Nielsen, the average U.S. consumer spends 34 hours every month on mobile devices and owns four “smart” devices (smartphone, tablet, HDTV, PC, gaming console). We are connected 24/7.

With the plethora of data being produced and gathered across all these connected devices, businesses are just beginning to process the endless possibilities for creating more relevant content, products and information for mobile users. Smartphones are used for everything from shopping, messaging, booking travel, checking-in and consuming news and content. And whatever is not done on a smartphone is likely done on another connected device. The phase of making things “mobile” is over. The next phase? Understanding the data to create more relevant and personalized experiences.

Credit: Nielsen

1. Location and proximity targeting

With the growing popularity and usage of beacons, location is becoming a huge part of mobile strategies. Companies have been using geofencing for quite a few years to trigger certain actions on mobile. Beacons allow businesses to produce even more targeted content based on indoor locations. Getting ready to check into your flight? You might receive a notification telling you when to get your boarding pass and ID out.

2. Context and personalization

With accounts connected across a number of devices, businesses will be able to use data and technology to produce more personalized and context-aware content. Imagine walking into a retailer and receiving a message that the shirt you were saw online the night before is on sale and available in store. Smart devices and apps will be able to understand individual habits based on your device usage and data. Matched with location capabilities, consumers will be served not just relevant content but information relevant to that exact time.

3. Higher app engagement and more conversions

According to Flurry, smartphone owners are using app 86 percent of the time compared to mobile browsers. Most major retailers, airlines and brands have already released their own apps. Matching those with location-aware and personalized content will produce higher engagement and conversion rates. Providing coupons based on shopping lists, or events in an area based on travel plans will make apps more useful to consumers. For iPhone users, iOS 8 will suggest apps on the lock screen based on location. This will not only help consumers more easily open apps they need but will also increase awareness of apps and potentially increase downloads.

4. NFC takes hold

Near field communication (NFC) continues to grow in the market mostly due to payments. If Apple releases an NFC-compatible iPhone 6 this fall, there will likely be an increase in mobile payments and innovative uses for NFC in marketing campaigns, advertising, business cards, connected products and travel experiences.
What other trends do you expect to take off in the next year?

What is Geofencing?

July 18, 2014

9583733811_ebd75013d9_z Brands are embracing proximity marketing as a way to engage with their audience and customers in unique, targeted, and personal ways. Thanks to mobile adoption and increased technologies, marketers are experimenting with all kinds of location-specific messaging — alerts and messages, coupons, local search, social media interactions and more.

For brands with physical locations to use, geofencing is one of the options for proximity marketing. Geofencing creates a virtual fence around a specific area where companies can enable communications to mobile devices within the perimeter. Geofencing works through an app or a network-based geofence. When deciding which way to go, it really comes down to your budget and long term goals — if you’re looking to increase app engagement and mobile sales, you might want to build or leverage an app. If your budget is smaller or you there are no long term benefits of having an app, just use network capabilities.

One important thing to mention is the difference between geofencing and iBeacons. Geofencing is optimized for larger and outdoor locations, between 50 and 50,000 meters while beacons have a maximum range of 30 meters and are better used indoors. Beacons require special hardware to be installed, Bluetooth must be enabled and work on iPhone 4s or newer, and iOS 7 or newer. Geofencing does not require special hardware or connection to access points (though WiFi will create higher accuracy). Geofencing will work on iOS 5 or newer, and iPhone 4 or newer.

Location based marketing — whether utilized through geofencing or beacons — brings huge opportunities to marketers to increase ROI, build customer loyalty and reduce expenses. Since the messaging is locally-targeted and contextual, you can engage in meaningful ways. If sales are slowing down at a specific time, send a coupon. If you’re having a special event, send a reminder. Encourage your customers to connect on social media. And most importantly, use data to analyze and adjust your marketing campaigns.

Let us know how your brand is using geofencing!

Photo Credit: Doug Zwick