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How to use location in push advertising?

What is geolocation in push advertising? How does the mechanism influence the effects of advertising activities? Here are our suggestions!

Push advertising is supported by a web browser and can be sent based on locations assigned to an IP. How to use geolocation in advertising campaigns?

Message customisation using geolocation

Push advertising is an excellent channel of communication with recipients. The tool performs both an informational function (e.g. notifications inform about a cultural or other event) and an advertising function – e.g. they encourage to benefit from sale or download a coupon.

Moreover, they are increasingly used for advertising activities based on users’ location. When knowing it, one can send customised messages, thereby narrowing the target group to customers who are more interested in an offer. Collecting the right data and a good idea to use it are a key to success. In this case, the goal is a quick response to recipient’s needs. 

Examples of using geolocation

Push notifications, or push advertising, are an effective advertising tool, provided that we schedule the best campaign dispatch time. In the case of geolocation, a message should be sent when a user approaches the store, showroom or other premises. For campaign purposes, targeting within a given region or last user’s location can be used. It is very important to tailor the offer to user’s needs and interests at a given moment. 

When will the geolocation tool work particularly well? Among others in the case of restaurants. With this module you can send information about special offers or current events.

It is worth mentioning that companies more and more often decide to give up traditional text messages in favour of push advertising. As an example we can mention the InPost courier company. Push notifications are displayed on a phone screen when a user is close to the Parcel Machine where a parcel is waiting to be collected. Messages will appear every time the package status changes, without a need to log in.

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