Geo-segmentation — Taking Personalization to the Next Level
Consumers can be best best targeted via any channel — e.g., email, mobile push or SMS message — but doing so based on where they are is key.
When your customers are traveling, how do you reach them in a truly personalized manner? Well, if you have the ability to track how your customers interact with your business (e.g. opening an email, browsing a website, using a mobile app), geo-segmentation is the answer.
Based on these interactions, geo-segmentation can locate your customers no matter where they are and what mobile device they are using, to provide location-specific offers to include on any channel. After all, people are more engaged when they receive relevant content.
Personalizing offers specific to countries or cities and their surroundings is possible with geo-segmentation.
In fact, marketers can create a location segment to send an email, mobile push or SMS message to people only in a specific area; this makes it easy to fine-tune your communication with offers specific to the customer’s location. So, if you are spending a lot of marketing effort in one part of the country because you think your customers are there, why not KNOW where they are?
Why Geo-segmentation is Key
Geo-segmentation enables your offers to find your customers – not the other way around. So, when customers travel to an area where you have specific offers, you can let your customer know about it, to draw them into your shop close to their current location. Geo-segmentation technologies can be used to confirm whether your local or non-digital advertising is working.
Customers respond to different channels in different locations. The goal is to capture the location of all of their interactions (e.g. email, SMS, mobile push, Web site) and determine where your customer spends most of their time – for example, at home. Based on this, you will know when the customer is on the move, with an option to target them either at home or where they are traveling. This is easy. Simply creating a segment on customers that were active in a specific location away from home in the last hour, and then sending them an offer based on proximity (wherever it may be) is all it takes. This simple idea helps increase customer retention, customer satisfaction and loyalty.
Geo-segmentation is especially useful for customers who have a geo-binded business. For example, you own several brick-and-mortar shops in specific areas, or offer different products and services in specific regions. The solution you seek needs to be focused, targeted, and more relevant. This is why geo-segmentation is the answer. Not only that, but it is a big step towards one-to-one marketing.
Go Beyond the Rudimentary
When utilizing geo-segmentation, it is important to be able filter out the false positive results (e.g. mail proxy servers, mobile gateways) and using a smart algorithm with your geo-segmentation approach will provide more precise results. When using geo-segmentation, flexibility is also important. Additionally, it is important to differentiate a customer’s home location and visitor activity. In short, make sure you can identify a customer’s home location versus when they are visiting another location.
When it comes to using geo-segmentation, it’s all about location, location, location. At the moment, marketers can run segmentation with a radius based on open/click user actions (e.g. transforming IP to city-level geo addresses). However, you can also set a target area by dropping markers on the map or autocomplete assisted text searches. Furthermore, this list is always dynamic, allowing you to add or remove locations and amend the operational scope instantly.
The future of geo-segmentation looks bright. The level at which marketers can reach their customers will enable them to geo-segment audiences based on a city location (with radius), administrative subdivisions (e.g. states in the USA), and countries. Imagine when you are traveling, you need something because you forgot it at home, you see a shop you frequent, you walk in, get an overall discount, then get what you want. Who does not love that type of convenience?
As Vice President of Mobile Products at Emarsys, David Galante is responsible for expanding the global reach and development of Emarsys’ mobile platform including its SMS, mobile app messaging and OTT capabilities. Additionally, he oversees the development and sales of the company’s mobile platform to digital marketers