Based on the smartphones commonness and the technology usage, we can get a lot of valuable information about our customers. For example, learn about demographic and behavioral profiles of selected users groups, conduct an analysis of event participants or plan and report marketing activities – including footfall analysis.
Geotrapping® (geo-geographical + trap)
Service allows you to collect and analyze data about a group of mobile devices users staying in a given place at a given time. Geotrapping® uses geolocation functionality and bases on isolating a group of users according to their location in space and time. Allows to target ads based on user device past location. The message can be broadcast based on its past location, if the users has only previously used an app containing ads.
Geotrapping® is a service used in mobile marketing. It has been developed in August 2015 and registered as a word trademark by European Union Intellectual Property Office (EUIPO) on 16 June 2018 and Urząd Patentowy Rzeczypospolitej Polskiej.
Geotrapping® vs. geolocation
Geolocation is a general information concept, meaning the location and process of determining the geographical location of physical objects or people in space, most often using the GPS or IP address of the device. The location is usually determined by geographical coordinates, but also by other types of address data (zip code, city, street, and house number). The Geotrapping® service uses the functionality of geolocation of mobile devices to reach the right recipients of mobile advertising in a specific place and time.
Geotrapping® vs. geotargeting
Geotargeting is a way of reaching the target group by determining the location (in an absolute way, based on coordinates). In marketing, geotargeting allows you to broadcast an ad in a specific area. Other words, you can reach people who are currently staying in a given country, region, city or any freely defined place. Geotrapping®, on the other hand, enables the advertising to reach the target group that has been in a given location in the past, ie using its historical location and regardless of the current location of these users.
Examples of Geotrapping® usage in mobile marketing campaigns
So far, we have analyzed the festivals’ and music events participants several times (e.g. Open’er 2017, New Year’s Eve 2017 in Zakopane, Summer Well Festival 2018). Not only in Poland. They constitute a very interesting research group. They have many things in common, but depending on the event – they have characteristics that make them different. What are these characteristics? We learned this based on the usage of Geotrapping® technology.
The service was also used in the campaign targeted to foreign pilgrims who visited Poland during World Youth Day. It was possible to distinguish people staying in the WYD period in Krakow and having smartphones of foreign mobile operators.
A distinction in the category of Digital marketing – mobile marketing Golden Arrow 2017 resulted in the implementation of Gripex Możesz!. The medication campaign at the peak of the flu season was targeted people staying in one of the hundreds of outpatient clinics located throughout Poland.
When to use Geotrapping®?
Geotrapping® technology uses mobile devices geolocation to reach the right recipients of mobile advertising in a specific place and time. It enables to reach the target group presten in a given place in the past, regardless of their current location. We use Geotrapping® when we want to collect data on large area or multiple locations and implement a retargeting campaign.