Getting the Right Message to the Right Audience – Gimbal’s New Region Detection Feature
“The right message at the right time” sounds so simple but it can be very tricky to pull off. We asked a global footwear retailer what their current marketing challenges where and this is what the Senior Manager overseeing Retention and CRM had to say about their mobile app marketing programs:
“[What we are missing] is a way to know the right place, the right time, and right channel to send a message to users to help drive them into the store.” – Senior Manager, Retention and CRM at a Global Footwear Retailer
This simple content-context concept is etched into our DNA as an industry, yet it remains elusive as omnichannel marketing grows more and more complex each year. He’s alone in this challenge. Global mobile app install spend is forecasted to exceed $84B in 2024, and with that comes increased pressure on Mobile Marketers to drive consumer engagement and ROI.
This brand marketer needed a way to seamlessly segment his mobile audience based on their location that didn’t rely on user registration data, which can often be out of date or entered incorrectly. Furthermore, their tech stack, like many others’, was made up of so many disparate, disconnected systems that it was virtually impossible for them to merge data into one-source of truth for a user’s location.
Infillion is here to help with our latest innovation in location-based marketing: Gimbal’s Region Detection
Here’s how it works: Gimbal’s Region Detection identifies your app users’ current region, allowing you to effortlessly create personalized engagements tailored to your users’ current geographic region, maximizing relevance and impact. This feature offers a range of targeting options, including country, state, city, and DMA. This flexibility allows you to tailor your campaigns to resonate with local audiences wherever they may be.
Imagine launching a new store in a specific city. With Region Detection, you can send push notifications exclusively to users within that city, enticing them with special offers and driving foot traffic to your new location. It’s precision targeting at its finest, ensuring your promotional efforts are maximized to yield optimal results.
Seamless integration with Airship
Gimbal Region Detection data is fully integrated with Airship and dynamically sets Channel and Contact Attributes, empowering marketers to deploy location-targeted messages across Airship’s extensive range of Engagement Channels.
What are some ways brands and apps are using Region Detection?
| Scenario | Solution |
| A Beauty retailer has an underperforming store in the Dallas-Ft. Worth DMA and wants to drive incremental traffic via their mobile app | 1.) Gimbal detects users’ DMA when the app is in foreground (While In Use) or background (Always Allow) state
2.) Gimbal dynamically sets the DMA Channel attribute in Airship in real-time 3.) Customer builds audience segment in Airship’s Segmentation UI using Gimbal’s DMA Channel attribute and other targeting parameters 4.) Customer uses custom audience segment for Messaging campaigns |
| A QSR brand wants to promote a special mobile offer in Georgia when the Atlanta Braves win a home game | 1.) Gimbal detects users’ State when the app is in foreground (While In Use) or background (Always Allow) state
2.) Gimbal dynamically sets the State Channel attribute in Airship in real-time 3.) Customer builds audience segment in Airship’s Segmentation UI using Gimbal’s State Channel attribute and other targeting parameters 4.) Customer uses custom audience segment for Messaging campaigns |
| A multi-location Casino app wants to engage with app users personalized in-app content relevant to the Casino property in their area | 1.) Gimbal detects users’ City, State, and/or DMA when the app is in foreground (While In Use) or background (Always Allow) state
2.) Gimbal dynamically sets the Channel attributes in Airship in real-time 3.) Customer builds audience segment in Airship’s Segmentation UI using Gimbal’s Channel attributes and other targeting parameters 4.) Customer uses custom audience segment for Messaging campaigns for each property |
| A multi-location Entertainment brand wants to curate in-app content based on DMA | 1.) Gimbal detects users’ DMA when the app is in foreground (While In Use) or background (Always Allow) state
2.) Gimbal dynamically sets the DMA Channel attributes in Airship in real-time 3.) Customer builds In-App Automation segment in Airship’s UI using Gimbal DMA Channel attribute and other targeting parameters |
Deliver that “right place, right time” messaging
Whether you’re promoting a store opening, announcing exclusive deals, or delivering localized content, Region Detection ensures that your messages reach the right audience at the right time, driving engagement and boosting ROI.
Ready to expand the borders of your app strategy? Contact your Infillion account manager to learn how.
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