Appboy Enhances Its MRM Platform with Location Targeting

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Combined with Appboy’s user segmentation and marketing automation products, location targeting enables more intimate and contextual interactions with mobile customers.

Appboy, the leading platform for mobile relationship management (MRM), announces today the launch of location targeting which further strengthens the company’s ability to connect mobile apps with their customers. The platform has specialized in offering an industry-leading user segmentation product which enables targeting by any in-app behavior or social data. With its new geo-fencing capabilities, Appboy can now more effectively drive intimate and engaging experiences within a few feet of a person’s location.

The benefits of location targeting extends across multiple industries, ranging from sending pertinent travel promotions by state (ski trips, flights to escape the winter cold etc.), to deploying a multimedia contextual message at a concert or sports game. Bands, for example, can go the extra mile to delight fans by sending an exclusive, immersive video to app users at a stadium, or a team can encourage social media engagement during a match by distributing a Twitter hashtag via its in-app news feed. The ability to reach people where they are will greatly improve ROI while providing value to the customer.

As showrooming becomes more of an epidemic and the holiday season approaches, retailers in particular will see value in this new resource. With Appboy’s geo-fencing capabilities and the variety of messaging formats available through its platform (push notification, in-app news feed, email), retailers can send customers in a brick-and-mortar store a location-specific offer, increasing the chances of a sale and encouraging a future visit. Sending a push notification about a nearby merchant’s sale and reinforcing it with an in-app message or email may not just convince people to make a purchase, but also to check the app more often and build a stronger relationship with the brand.

“We are always developing new ways to lower user acquisition costs and increase retention rates in mobile for our clients,” says co-founder Mark Ghermezian. “Adding location targeting to our platform takes our service to a new level and extends our position at the forefront of mobile. Our clients can now deliver more intimate, contextual experiences to their users through geo-fencing and an industry-leading suite of marketing automation products.”

About Appboy
Appboy is the leading platform for mobile relationship management. The New York-based company enables Fortune 1000 companies and developers to effectively connect with their users from install to in-app purchase via unparalleled tools and a team of experts who help develop the right mobile strategy. In addition to rich user profiles, deep customer segmentation and now location targeting, Appboy boasts a suite of marketing automation products, including push notifications, in-app messages, email, an in-app news feed and in-app customer support. To learn more, visit and follow us on Twitter at @appboy.

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Cezary Pietrzak
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