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Why location-based push notifications are important?

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Location-based marketing includes online and offline tactics that help businesses build an efficient marketing plan based on customers’ geographic location. It contains messaging specific to where a person is currently in the world. These messages are often called push notifications.

Building good relationships with customers is a necessary strategy in marketing. Despite the fact that there are many ways of audience retention, push notifications are still one of the best methods of bringing users back to your app.

Did you know that using push notifications can boost app engagement by up to 88%? According to Accengage, 43,9% of iOS and 91,1% of Android users are opt-in to push notifications. The average click rate of push notifications is of 7,8%.

If you still have doubts that push notifications are too outdated, then read our investigation about real push notifications work. So, let’s see what is this push notifications and how location-based messages work.

source: shutterstock.com

What are push notifications

Push notification is a message sent by push notification service to a mobile app or email. A user can receive notifications of exclusive promotions, app updates, new offers, invitations, etc.

Mobile push notifications look like an SMS text message but they reach only those people that have installed your app and agreed to get messages from you. Push notifications are targeted and set a goal to reach out to the audience and make them interact with you.

It was a time in 2016 when they made their appearance as the dark horse in marketing. No one thought they could generate profit for the brands. However, push notifications showed progressive work and results.

source: e-goi.com

Push notification strategy is a profitable addition that can easily help you expand your online business and gain new customers. Push notifications remind users about your brand. There are several most important types of push notifications that help developers to engage users at certain touchpoints.

Push notifications types:

  • Informative notifications can be in the form of reminders, alerts, updates, FYI messages, etc. In this case, the goal is to tell users about major changes to an app and suggest to try new improved features. These push notifications show users that you constantly improving your app. Reminder notifications keep users up to date. They remind users to do not miss out on important opportunities.

Informative notifications are perfect for fitness, job, educational, and taxi apps.

  • Promotional notifications inform users about exclusive offers, giveaways, sales, etc. Right promotional notifications encourage users to make purchases or profitable actions. Promotional notifications are perfect for online shopping, games and travel apps.
  • Order notifications are another way to increase your app value among users. These notifications bring users information about what’s going on with their orders or purchases. They contain information about users’ order status, other updates, tracking information and so on. Order notifications are perfect to e-сommerce, food and drinks, and shopping apps.
  • Recurrent notifications are regular messages that are sent once at a specific date. They can be sent daily, weekly, monthly, etc. Recurrent notifications are sent to share users with new information or new posts, etc. Usually, this type of content is used by educational or book app developers. For instance, Musx has a weekly mailing of top 10 songs for the weekend.
  • Catch-up notifications have a set to motivate users or to support them in some decisions. For example, when a user performed particular tasks and improved something in his life, the app can congratulate him with that and wish new achievements. A sport or daily ration checking apps are perfect for that. Only imagine, you as a user worked so hard to keep your body healthy, and you receive notifications with congrats for your efforts.
  • Location-specific notifications are efficient because they clearly define and fit the app audience. You don’t have to create new acquiring ways, messages are set by Geo. According to Pushcrew, over 34% of app users responded they would prefer push notifications based on their location.

Geo notifications are great for sending date match or concert notifications, nearby stores, hotels, etc. Yep, by sending location-specific notifications, you’ll see higher engagement.

source: accengage.com

How location-based push notifications work

There are two ways of sending push notifications based on location. On the one hand, you can send push notifications to app users based on user’s data you’ve already had (IP, city, region, country, etc.). Here you use simple targeting to deliver the message.

The second way to send Geo notifications is to send them when a person physically moves near a specific geographic area in real-time. For example, if a user shares his location through the mobile device. In this case, marketer uses geofencing or beacons to reach the targeted audience. When a user steps within the geographical fence publish notification is triggered.

So, to launch a location-based marketing campaign with push notifications you need to remember only four simple steps:

Choose a location:

Just set the target on a single or several locations. Locations can vast like a city or small like a store location. We only recommend not to choose all the continents in one marketing campaign. It will not bring you a profit, moreover, you will get confused in calculations and will waste your money. Better, divide your audience into several marketing campaigns.

Use geofencing:

Geofencing includes the use of Global Positioning System (GPS) satellite network to create virtual boundaries around a location. Mobile marketing broke new ground with geofencing. It gave companies a chance to advertise to potential customers with a certain geographic radius.

Use beacons:

Beacons are special devices that are designed to attract attention to a specific location. They don’t rely on geographic coordinates, but they work with hardware that emits a signal. And a phone of a user detects the signal a location-based message can be triggered. For example, when you get to another country you receive the message such as “Welcome in our county, please, manage your roaming.”

Use stated preferences:

In such case, a user independently chooses geolocation which he wants. Based on the survey of Localytics, stated preferences notifications are most valuable for users. Over 49% of respondents said that this type of notification made them use an app even more.

source: localytics.com

Marketers that ask customers about their preferences or what notifications they would prefer to receive, create a more receptive audience. Kristin Cronin, a director of marketing communications at Localytics mentioned that after they had used stated preferences, they had seen that users chose location tracking as the most valuable trigger for push notifications.

Location-based marketing is a good decision for your business

If your business is connected to physical locations geofencing it is worth a try. Mobile naturally is location-based, and it enables marketers to connect with people the way they want, when they want and based on where they are.

Using location-based push notifications will help you keep your users around for a long time. After all, people just want to know or see that you still care about them and want to share with them your latest news. Push-notifications make you closer to each other.

Location-based marketing is all about pulling mobile users in. investigations in location tracking showed that location-based messaging pulled users in the app. It even fills the gap between digital and physical landscape for retailers.

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