Digital marketers have always aimed to deliver the right message to the right customers at the right time. But in recent years, the bar has been raised.
Why? Customers demand more relevant content, and have more distractions and shorter attention spans than ever.
Moreover, new tools and technology improvements mean that marketers have access to additional real-time customer context, including location and in-app behavior.
As our friends at Leanplum point out, the model for effective digital marketing is shifting.
Historically, marketers target a segment of users, then batch and send messages. For example, I might purchase third-party data to target "coffee drinkers" or "frequent Starbucks visitors," then batch and send a message manually.
Today, the leading digital marketers are collecting first-party context and behavioral data, building rich customer profiles, and running automated, real-time, contextual campaigns.
Instead of targeting "frequent Starbucks visitors," I can trigger a message the moment a customer visits a Starbucks. And I can build a deep understanding of my customers over time.
The result? More relevant, personalized experiences for customers, and more engaging, successful campaigns for marketers.
Under the new model, the winners are the marketers who run these campaigns, and the app and data platforms that power them:
Radar is a modern, open, flexible platform that seamlessly integrates with all of these tools.
The losers are marketers who don't adapt to the new model, as well as the companies and platforms that support the old model:
The bar has been raised. Are you ready? If you're interested in learning how modern apps drive results with real-time location context, drop us a line!
See what Radar’s location and geofencingsolutions can do for your business.