Tag: mobile location based 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.

Mobile commerce is picking up momentum

Mobile commerce is growing rapidly and that growth does not appear to be slowing down any time soon. The current state of mobile commerce suggests a bright future, largely due to the proliferation of mobile technology and the perceived convenience of mobile payments. Indeed, mobile devices are beginning to become more popular than PCs. According to a study conducted by  the International Telecommunications Union, as of August 2012, more than 7 billion mobile devices were operating all over the world, exceeding the number of active PCs by three times.

Mobile sales to reach new heights in near future

A recent study from Abi Research suggests that mobile commerce will reach $119 billion by 2015. This is roughly 8% of the current e-commerce market. E-commerce is still considered to be a powerful force, especially in the retail industry, but mobile commerce is benefiting from increased exposure and a growing number of retailers interested in engaging mobile consumers in a new form of commerce. Another study by Forrester Research suggests that mobile commerce in the U.S., in particular, will reach $31 billion by 2016.

US mobile commerce experiences aggressive growth

In the U.S., mobile commerce is experiencing a magnanimous rise to fame. More consumers are beginning to become comfortable with the concept of mobile payments, making them more likely to purchase goods and services using their smartphones or tablets. Mobile traffic to websites is on the rise, powered by growing interests in the realm of mobile marketing. Location-based services are also playing a role in encouraging consumers to participate in mobile commerce as they are able to find stores and attractions more easily, especially while traveling.

Security may derail bright future

While the current state of mobile commerce does paint a bright future, the future is, of course, unknowable. There are many challenges that face mobile commerce that could derail the burgeoning industry’s future. The most significant of these challenges, currently, is security. Without adequate security, a consumer’s financial information is at risk of theft and exploitation. The security dangers inherent in mobile commerce have kept many consumers from conducting mobile payments.