NGIS Australia to hold breakfast events to educate attendees on how brands can engage with customers through location technology
NGIS Australia is Premier Cloud Partners for Google Maps API and is running breakfast events in Sydney and Melbourne on March 1 and 2 respectively to educate attendees on how location technology can heighten brand engagement.
The Sydney breakfast will be held at Google, Pyrmont, on March 1 at 8:30am – register here.
The Melbourne breakfast will be held at The Hub, Southern Cross, March 2 at 8:30am – register here.
It sounds like another rehash of the minority report, but geotriggered events linking a customer’s location to marketing activity are becoming more mainstream. Apps know where you are and can give you relevant information as you walk into a shop, airport or work site.
With geomarketing, engagement is no longer a whimpering tracked click on a website and download of a report – it is real world tracking with live interaction. As you walk into the international terminal your bank tells you to secure your credit cards for travel. As you walk into a competitor’s shoe shop, your membership app pings you a 10% voucher at their store to be used today. As your ageing grandmother leaves the safety of her home, family are alerted.
The technology behind this sort of just-in-time location based notification is geofencing and it is one of the things you can do with Google Maps API.
Google Maps is now over a decade old, but most creative, app and web agencies only know of it as the store locator to put at the bottom of a page.
The platform has evolved — and with the addition of things like multi-modal predictive travel time, geofencing, heat mapping, embedded business information and streetview — creatives can find new ways to deliver value to their clients.
Smartphones in pockets make the use of location technology a must for brand engagement and creative innovation. Meeting people where they are and helping them when they need it means less interruptions and more personalised service from brands. We have all read about it for the last 10 years – now it is becoming possible to implement.