Tag: geolocation technology

Several studies are confirming that the technique is now a required part of most campaigns.

When it comes to mobile marketing, just about everyone can agree that geolocation techniques and location based strategies can provide a company or a brand with a considerable advantage.

According to the latest reports, the opportunities that are now available are virtually beyond limit.

In fact, geolocation technology is a part of the hottest mobile marketing trends currently in practice. A new report from BI Intelligence has said that location based advertising “promises the sky” in areas ranging from precision targeting to high conversion rates and highly detailed consumer profiles rich with data.

Geolocation isn’t just a technique that will be a short term fad that will rapidly move on.

Instead, geolocation based marketing is something that is only just starting to build a foundation and that is expected to grow exponentially over the months and years. Case studies are proving, one after the next, that those who use these techniques are experiencing the highest results from their mobile advertising that they have ever enjoyed and that the methods are consistently successful.

The BI Intelligence report stated that geolocation can be compared to the use of cookies in desktop computers. It added that “Collecting data has always been difficult because mobile does not support third-party cookies that travel easily across the ecosystem, allowing for straightforward tracking and data-gathering. That’s where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.”

More research, this time from Ballihoo, surveyed 400 brand executives. Among them, a whopping 91 percent had expressed that they intended to make higher investments into their geolocation based marketing campaigns this year.

A recent Berg Insight study also pointed out that geolocation enabled ad spending had been worth approximately 8 percent of the total mobile advertising spending last year, but that it predicts that this figure will grow to 33 percent by the close of 2017, indicating that if there’s one thing that can be said about this technology, it is that it is the furthest thing from a flash in the pan technique.

Chinese mobile commerce gaining more attention from consumers

China has become a bustling hub of mobile commerce activity in recent years. This is largely due to the massive number of young consumers that have access to mobile technology. These consumers have shown that they are beginning to favor new forms of commerce over traditional forms of commerce and have taken to the mobile space in order to find a more convenient way to purchase products and shop online. In China, two of the country’s largest technology companies are beginning to focus a great deal of their attention on the field of mobile commerce in order to engage a new generation of consumers.

Companies work to promote new forms of commerce

The Alibaba Group and Tencent are two of China’s most influential technology companies. Both companies have strong ties to the retail and gaming spaces, where they work to engage consumers on a regular basis. Because of the companies’ focus on technology, they have taken notice of the meteoric rise of mobile commerce among consumers, as well as the increasingly popularity of location-based services. Location-based technologies have been quite useful in exposing consumers to mobile commerce as these technologies are often used in advertisements that direct consumers to e-commerce sites.

Alibaba favors location-based services and Tencent focuses on social applications

Alibaba is keen to throw more support behind location-based services in order to make mobile commerce more prolific among consumers. The company has invested more than $800 million in these technologies coming from companies like Weibo and AutoNavi. Tencent has shown more subdued interest in location-based services, but does believe that popular social tools, such as the famous WeChat messaging application, could be a powerful way to encourage consumers to participate in mobile commerce providing them details about shops that allow for mobile purchases.

China is establishing itself as a leading market in mobile commerce

China is often considered one of the most active markets when it comes to mobile commerce. Both Alibaba and Tencent have managed to capture the attention of mobile consumers that are eager to take advantage of the capabilities of technology and these consumers have been growing more comfortable with the idea of mobile commerce.