Rover Releases New Mobile Proximity Marketing Platform
Rover, a provider of location-based mobile marketing, is set to launch an enhanced version of its platform to help companies create and run location-driven marketing campaigns for their mobile apps.
Rover's new platform integrates all of the features and tools needed for managing location infrastructure, designing rich native content, running location-triggered campaigns, and more.
"We redesigned our platform from the ground up with one overriding goal – make executing location-based campaigns intuitive and scalable so every marketer can jump right in and start capitalizing on location," said Rover CEO John Coombs in a statement. "By making it look and feel familiar to marketers and bringing together all of the tools under one roof, we've removed major barriers to adoption."
Also new with the Rover platform is the interface, which now compartmentalizes each set of tools by role, with the follwiing five main apps within the Rover dashboard:
- Proximity: App for IT to configure their beacon and geofence infrastructures. It supports integrations with all major beacon brands and can now import all types of beacons and their configurations directly into the platform. Also new is smart tagging for assigning relevant labels to beacons and geofences, making them easier to identify, manage and target at a later date.
- Customers: App for marketers to create and segment their audience based on location data and set rules for engaging them. It includes new functionality to build location-centric customer segments. It's also API-driven, so it can integrate with existing CMS and CRM solutions.
- Messages: App for marketers to build and deploy mobile proximity marketing campaigns within minutes. Users can implement both location-triggered and standard push messaging campaigns. The enhanced platform includes a new advanced rules engine for setting sophisticated logic around who gets a message and when.
- Experiences: App for designers to create rich location-triggered mobile experiences, such as video, brand experiences, or interactive quizzes. Using this browser-based tool, designers can build native content that can be deployed immediately with no coding or app store approval required.
- Analytics: App for data and business intelligence analysts to review visit data and campaign performance, including open and click rates, to determine which messages and content performed best and inform future campaigns.
"Usability was one of the main forces behind this unique, roles-based interface design," said Coombs. "By giving each type of user a place to live in the platform, each set of functionalities is focused and easy to navigate."
Rover's SDK is open source and compatible with iOS and Android.