These mobile promotions are sending consumers into stores where they are making their purchases.

A new report has now been issued by BI Intelligence which has shown that geolocation based marketing techniques are blurring the line that exists between the physical and the digital environments.

Techniques using this technology are helping to send consumers into brick and mortar shops.

This has been causing marketers to take advantage of geolocation based marketing techniques to help to encourage foot traffic into physical store locations by targeting smartphone users on their devices at the moments that they are already close to one of the shops. Of course, to be able to accomplish this goal, it means that those companies need to be able to identify the locations of the consumers and then use it properly to provide a relevant and appealing draw into the store.

New geolocaion based marketing incentives are using technology to help accomplish that goal.

Within a new BI Intelligence report, three different forms of approach to this technology have been studied. They are geoconquesting, geofencing, and geoaudiencing. Each of those uses similar technologies in a slightly different way. The report also examined some of the most effective applications that are providing consumers with enough value that they are willing to share their location with a brand or company.

What the report determined was that while these services are growing in their acceptance across the United States, they don’t appear to be growing in actual adoption. At the moment, a healthy 74 percent of American smartphone owners have reported that they use mobile location based services in some way or another. Though this is a good percentage, it is about the same as it was last year. This indicates that the tech isn’t becoming any more popular than it was a year ago.

The report also pointed out that check ins are starting to slide in their popularity. Though there were 18 percent of American device users saying that they were using local-social networks to check-in in February 2012, that figure is now closer to 12 percent. By understanding the latest insight in geolocation based marketing, marketers can better keep up with the trends and achieve the greatest ROI.

Report shows that airlines are becoming more accepting of mobile commerce

Airlines are beginning to embrace mobile commerce, according to a new report from WorldPay, a payment processor focused on aviation. Consumers are becoming more focused on mobile technology and device ownership is growing at a rapid pace. As consumers become more reliant on smartphones and tablets, they are beginning to demand services that accommodate these devices. As such, airlines have been working to provide better services to mobile consumers, including providing them the ability to pay for tickets and other services with their devices.

57% of airlines believe in the potential of mobile payments

The report compiled data provided by 56 global airlines, finding that mobile payments are becoming a key focus for 57% of these organizations. The majority of these airlines believe that mobile payments show the greatest potential of driving up revenue over the next two years compared to other forms of payments. The report shows that mobile payment acceptance has grown by 25% among airlines since the beginning of 2013, up 10% over what it had been in 2012.

Airlines continue to focus on mobile technology

Airlines are not strangers to mobile technology. Many have been leveraging QR codes and other such tools to engage consumers in a more dynamic way. QR codes have also begun to adorn tickets and are often used to provide information concerning a consumer’s itinerary. Mobile payments are a relatively new field for airlines, however, and there are many challenges to consider before companies can find success in the mobile commerce sector.

Security remains a major issue

Mobile commerce has long been plagued by serious security issues. Because mobile devices are becoming popular traffickers of financial information, hackers have begun to show a great deal of interest in the mobile sector. Several mobile commerce platforms have been targeted by hackers seeking to exploit a consumer’s financial information, pressuring companies to take security much more seriously than they had in the past.