June 2019

Digital Age: Targeted Communication is Easier with Geolocation

Geolocation and NearIT

In recent years some technologies took a leading role in our everyday habits. It happened so deeply that it’s difficult to remember for how long we have been using them. For example, finding a place following the smartphone directions or communicating in proximity would not be possible without geolocation.

Take the Global Positioning System (GPS) for example. It was initially used for military purposes and made available by the US in 1991 for civil use, GPS has now become a commonly used service, suitable for integration into devices such as personal computers and smartphones, it is used to develop positioning services such as satellite navigation.

Knowing the user’s location is an important resource when it comes to proximity communication. By combining the location of a user with their personal data, (age, sex, preferences), it is possible to manage information in a specific way based on an exact location at a precise moment, thus determining the ideal condition in which to interact or to increase the effectiveness of your messages.


Geolocation and NearIT


Synonymous with RTLS (Real Time Location Systems), geolocation is the identification of a geographical location, vehicles or objects that are stationary or in motion in the real world such as a mobile phone or a computer, whether it is connected to the internet or not. Geolocation can be achieved through different techniques such as: localization systems which are based on radio signals (radio localization), wired systems or hybrid systems such as GPS, or localization through the cells of the cellular phone network or on site,  via Wifi and beacons.

The geolocation function supports organizations at multiple operational levels: from logistics to healthcare, and agriculture, in particular to track and monitor the values ​​in the supply chain and also for the management of information in real time (video, audio or otherwise).

About Proximity: with geolocation it is possible to detect the user’s position through a smartphone, then plan activities (send information about nearby points of interest) and offer services, (navigation to a point of interest) in proximity, thereby making the interaction more contextual.

Also read “The great value of location data: an extra step for your business”

Geolocation and NearIT


Beacons are small devices that work with BLE (Bluetooth Low Energy) technology to communicate with users through their smartphones, when they are near a strategic point, or location  and in a specific context. The transmission range of a common model can reach up to 60 meters, and 100 meters for some specific types. Used mainly for indoor areas, beacons emit Bluetooth signals in predefined frequencies with configurable transmission power and intervals, which can be detected by smart devices such as smartphones.

Beacons are mostly powered by coin batteries. However, there are also some devices powered by wall outlets or USB. The batteries of a beacon have an average duration of three years, but there are some models that also provide an additional energy saving system.

About Proximity: beacons alone don’t work. They require an app to convey messages onto mobile devices, this in accordance with the privacy terms and regulations in force. Hence a user who is within range of a beacon or actively places their smartphone on the beacon (makes a bump), receives a message on their device in real time through a notification in the app installed on their smartphone.

Also read “Beacons: all secrets revealed by NearIT”

Geolocation and NearIT


Developed over ten years ago by the security and prevention sector, geofence is a technology that allows you to create a virtual perimeter (a geofence precisely) on a map. External geofence areas can have any size, such as the area around an amusement park, a station or an entire city, but they have a minimum radius of 200 meters.

Geofencing uses the position based on telephone cells or if available, wi-fi, to detect when a person with an activated LBS (location -based service) enabled device, enters or exits an area of interest : this is why geofencing is also used as a differentiating element for services related to information management in the mobile and proximity perspective.

About Proximity: with geofences it is possible to map geographical areas of interest where you would like to interact with the user by planning activities and communications based on their behavior (at their entry or exit from a geofence area for example)This way, the context in which the user is involved will be enhanced, creating a new opportunity for engagement and retention.

Also read “Geofencing: all secrets revealed by NearIT”

Geolocation and NearIT


In the marketing world, a trigger is an Information technology ( IT)  tool which defines an event that takes place  when a certain condition occurs taking  into account three main factors: time (permanence of a user), place (physical – like a store – or virtual – like an internet site) and sequence. Sequence means the order of specific actions a user performs in a specific place and time period.

About Proximity: within a Proximity system, the trigger defines the way in which a message is delivered to users, ie it determines the conditions on which to interact with the user. It can be related to their behavior (interacts with a beacon) or an action, such as a user entering a selected geographical or indoor area managed by a beacon in a given context.

Watch the video: “How you can plan a marketing campaign with NearIT”

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