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Gimbal ‘Experiences’ Puts Control Of Geofences And Beacons Into One Platform

The proximity company's promise: quick, seamless integration of outdoor and indoor marketing — that doesn't require an engineering degree, says Gimbal's Jeff Russakow.

The recognition that geofencing the area around a business is meant to lead to in-store engagement is the idea behind Gimbal Experiences, the proximity marketing company’s all-in-one outdoor/indoor omnichannel platform.

The promise, says Gimbal CEO Jeff Russakow is a “simple, yet powerful, creative suite for marketers to build rich, intelligent, location-powered mobile app experiences within minutes.”

Location Marketing Made Easy

While the company still offers separate products for geofencing and beacons, Gimbal Experiences is meant to offer a broader range of messaging for retailers and other venues.

Marketers can connect all location signals both around and in specific places to send images, video, immersive mobile web experiences, and push notifications on the fly — without writing any new code. “It’s so easy, a marketer can do it,” Russakow joked. “Seriously, it’s meant to save the time and expense of having an IT professional set up a connected location marketing system.”

Gimbal Experiences integrates seamlessly into existing cloud and mobile marketing platforms used by most major enterprises including Adobe Analytics, Urban Airship, and Flurry, said Russakow, who celebrates his one-year anniversary as the head of Gimbal this month.

“The main thing I saw when I joined the company was the really amazing telemetry Gimbal has,” Russakow told GeoMarketing. “This amazing data source enables us to deliver the exact same web analytics for the physical world that the digital markers have been using for 15 years in the web-based world.

“The issue is, that it was still was a six-to-nine month IT project for someone to take that telemetry, the data, and create a great experience on a consumer’s phone,” Russakow continued. “How do I help you find you a rental car? How do I automatically check you into the hotel? How do I pop up a menu when you hit a restaurant? How do I suggest a drink after the game? It was still more in the land of the developer, and took significant effort. Gimbal Experiences is meant to take that tremendous out and make it simple and easy for the marketer.”

Anticipating Experiences

By blending outdoor and indoor marketing together, Gimbal Experiences could help the company’s clients capitalize on the the ways apps are being called upon to “anticipate” consumers’ needs based on where they’re located.

Beyond retail use cases, a hotel would be an ideal user of Gimbal Experiences, Russakow noted. A hotel app might be able to sense when a traveler disembarks from a plane. As the hotel app user approaches the concourse at the airport, they could receive a message, “Welcome to town.” It could also tell its guest that a car is waiting to take them to the hotel and offer directions on where to find the driver. Then, as the guest is halfway to the hotel, a pop-up a video could play showing off its services and amenities.

“Gimbal Experiences can sequence an entire customer journey for a brand like a hotel, a restaurant, a retailer,” Russakow said. “The natural consumer journey is from outside to inside, one place to another place. So it all deserves to be in one single system.  If you are going into the store to find the Tommy Bahama rack, then the journey should keep going until you hit the Tommy Bahama rack. If you’re near a restaurant that you have a reservation at, it would be great to offer a pop-up menu. If you’re ordering something at a cafe, you don’t have to wait in line. That’s the cool thing about what we’re doing with Experiences.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.