Avoid Bad Geofencing Practices!

More than 30% of the world population are already using location based marketing services, and 80% of them want to get location-based alerts from businesses. But even though most of the businesses can see the incredible value of integrating geofencing in their apps/solutions, this technology might also harm your business.

Based on our clients’ feedback, the GeoMoby team has compiled a “Please Don’t Do It” list that you can use to avoid making your geofencing campaigns a nightmare.

Please, Don’t Do It!

#1 Do not try to use geofencing just for the sake of it.

If it does not add value to your users, just don’t do it. Otherwise, you would annoying them and start losing users/csutomers.

#2 Are you sure you want to overlap your geofences?

Overlapped geofences should be used carefully and along with segmentation and a lot of testing. Because it can increase the likelihood of sending wrong messages to your users, GeoMoby Geofencing Platform has come up with a list of features that makes overlapping easier to control and maintain,

#3 Do not send the same message to all of your users.

Think about “Location, Location, Location”, now just add “Segment, Segment, Segment”. Instead of having one single campaign, just try with 5 or more and address all profiles of your users. Reminder, it is all about reaching the right profile, at the right time, place and with the right content.

Imagine that you can send messages to your users based on their interests, purchase history, time of the day, profile, weather etc etc… So do not send a “Hi! Come and visit our store with this 20% discount coupon” but “Hi! It’s raining cats and dogs today, do you want to check our umbrellas with 20% discount?”. If you knew that a specific segment of your users are shopping with their kids, you could offer them a free ice-cream if weather is hot or a warm churros when it’s freezing cold!

#4 Do not take privacy lightly.

There is plenty of ways to address any privacy issues that your users may be concerned about. The key here is transparency: update your terms and privacy, add a line in your app description, create a pop-up message when your users launch your geofencing app for the first time…

Just make sure not to abuse this feature, and only use it at the right moment in time and for the right person. The more value you add to your users, the more likely they will be willing to share their location with you. And you’ll increase loyalty too!

#5 Don’t stick to your own venues!

Here at GeoMoby, we’ve had plenty of customers that have decided to geofencing competitors’ location in order to try to find users with different profiles and then offer them more relevant content.

They could identify a new segment of their users but also brought them back to their stores with a specifically designed campaign!

#6 Don’t create geofences and microfences with the wrong size.

You should be aware of pros and cons of using a geofence (GPS/Wi-Fi) versus a microfence (Beacons). We are writing a blog post around this topic but for now here is a few interesting use cases:

Geofence vs Microfence - Use Cases

Geofence vs Microfence – Use Cases

Create a geofence around the entire country will create a huge area with an audience that would be extremely difficult to target in a meaningful way. In a multi-storey building such as malls for instance, you would prefer using microfencing (beacons) as beacons work well indoor (we are talking about proximity detection here, not accurate indoor positioning).

Just be mindful of your use cases and adapt the size of your geofence/microfence accordingly. Keep in mind that even beacons can be set (Tx Power) to have a specific range from just a meter to up to 70 meters (in good conditions)!

#7. Don’t take for granted that everything will just work fine.

Setting up a grid of microfences using beacons would require you to install the beacons at the right place, avoiding any walls in the line of sight of each beacon etc etc. Same for the geofence, do not only create a geofence from a map and hope that it will work OK; take a look at the space around, usual foot traffic etc etc. Testing your geofence/microfence is as important as creating meaningful content for your users.

Fortunately for you, GeoMoby has created a set of tools so that you can quickly determine the performance of a geofence or a microfence and make real-time adjustments.

#8. Don’t push content only. Think about Analytics.

Push notification is only a tiny part of a geofencing campaign! At GeoMoby. we do think that data collection is as important as sending the right content to the right person at the right time. Using behavioural analytics to learn from your users, their profiles and patterns would help to predict the best content to send and increase your ROI!

Just have a look at our analytics engine and request personalised reports if needed, our team is here to help :-) .

#9. Don’t let your only success metric be around sales and visits.

They certainly matter, but this wont’ help you to build customer relationships. Don’t always be asking for something or sending coupons, make the whole experience fun, find new services for your customers. Geofencing opens the doors to a completely different user experience, combine it with VR or AR and you’ll get a feeling of what the future of retail would look like!

#10. Don’t stop getting feedback from your users.

Have you thought about using geofencing along with surveys? A few of our users have expressed great interest in setting up geo-based survey as you can request for feedback at the perfect time: during and event, right when your user leaves your store…

References:

  • https://www.proxbook.com/blog/beacons-vs-geofencing-which-way-to-go
  • https://www.gimbal.com/blog/bluetooth-beacons-or-geofences/

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