Archive for the ‘Geofencing’ Category

Is Your Mobile Marketing Ready for Back to School?

on August 19, 2014 at 9:16AM

Back-to-school season can be a bonanza for marketers, especially when they’re targeting college students. These young adults fall within a narrow demographic, and they have particular, well-documented spending habits.

As marketers and advertisers shift budgets from traditional channels to mobile apps with high traffic, companies that offer attractive mobile solutions are set up to benefit greatly. When they pair demographics with contextual, location-based data – in this case, the college campus boundary – mobile marketers and advertisers have a unique opportunity to stand out by sending relevant, real-time messaging to this sought-after population.

Maponics Social PlacesCollege Students: A Mobile Marketing “Sweet Spot”

College students make a fruitful target for mobile marketers. Here’s why:

  • Those attending college are especially likely to use a mobile device: they spend between 45 minutes and 3.6 hours a day on either their smartphone (70%) or tablet (36%). (Source)
  • College students buy impressive amounts of school supplies, clothes, and electronics, spending $417 billion annually. 21% of those purchases are made online. (Source)
  • These students are budget conscious, which means they respond well to discounts and coupons. (Source)
  • Perhaps more than any other population, college students gather in a particular location – a campus – on a highly regular basis, making it easier for mobile marketers to craft compelling, relevant messaging and connect in real time.

Maponics Social Places Features College Campus Boundaries

Maponics Social Places™ enables mobile marketers to reach audiences where they live, work, play, and travel. Our predefined geofences cover the entire destination, including parking lots, and exclude nearby locations such as residences and other business. This helps marketers reach consumers as they enter a shopping area or college campus, and ensures that they omit potential buyers who are actually at a house across the street or otherwise outside the destination.

The College Campus layer within Maponics Social Places provides geofences for 4-year colleges with enrollment over 2,000 students and 2-year colleges with enrollment over 10,000 students across the US and Canada.

Maponics Social Places - college campus layer

In addition to the boundary outlining the primary campus areas, Maponics College Campus geofences include the type of college (2-yr, 4-yr, private, or public) and the IPEDS (Integrated Postsecondary and Education Data System) ID.

Customers who license Maponics College Campus geofences can identify when this important demographic is on or off campus. This means they can:

  • send targeted promotions, discounts, and other offers to students based on their location
  • track and analyze the engagement rate of students as they travel to and from campus

Mobile marketing and advertising using geofences lead to click-through rates 10x higher than standard email. The benefit of this type of localized intelligence can have a significant impact on your bottom line.

If you think your mobile marketing strategy can benefit from Maponics College Campus geofences, contact us today.

Location-Based Services Are on the Rise

on June 3, 2014 at 5:29PM

location-based servicesLocation-based services (LBS) are big business. In fact, an April 2014 study by Berg Insight projects that by 2018, the LBS market will reach $3.8 billion.

Included in LBS are applications we’re familiar with: social networking, messaging, and games; mapping and navigation; and local search; as well as lower profile uses, such as site selection in the retail industry, urban planning, and traffic monitoring.

Consumer Engagement with LBS

When it comes to consumers, adoption of LBS applications is definitely on the rise. In 2010, the Pew Research Center published a study showing that less than 5% of online adults used LBS services.

But about three years later, in September 2013, a new study showed a very different number: 74% of adult smartphone users reported taking advantage of LBS applications.

In a survey conducted by Millward Brown Digital and sponsored by mBlox, nearly half of respondents said they would share location data with a trusted brand in order to receive relevant offers or discount coupons.

The infographic below breaks down some of this consumer engagement.

Location-based services

Infographic source: MDG Advertising

The time has definitely come to take notice of the possibilities available for consumer engagement with LBS.

Maponics Social Places™

Maponics offers a comprehensive geofence product for mobile marketers and advertisers: Social Places.

Maponics Social Places dataset includes geofences for locations where people live, work, play and travel, including Destination & Venue Boundaries, Shopping Boundaries and College Campus Boundaries.

High-profile brands use Maponics Social Places, including Foursquare, Urban Airship, Red Bull, and PlaceIQ.

To learn more about how to leverage Maponics’ data for LBS applications, contact us.