Tag: mobile marketing trends

Location based marketing installations this year may break last year’s record

| April 21, 2014

The most recent data report issued by ABI Research sees this technology exploding in 2014.

The latest quarterly market data report from ABI Research has placed a focus on location based marketing technologies and has shown that this year will likely be a powerful one when it comes to indoor installations within retail environments.

The report explains it as a full scale deployment of what early adopters were testing last year.

Now that the last three years have seen considerable testing of location based marketing techniques and technologies by early adopters, they are ready to roll out complete campaigns that will make use of the channel. An additional critical driver in this area is also the rapid increase in the popularity of BLE/iBeacons.

Those forms of location based marketing technology are generating a new wave of adopters in this space.

Now, second generation startups are beginning to drive brand new growth and will be used throughout each of the major verticals. When all is said and done, the report showed that this year will see more than 30,000 indoor location installations, said ABI Research’s data.Location based marketing may break records this year

Patrick Connolly, a senior analyst with the firm, said that it is easy to spot the way in which large pharmacy and grocery chains have been moving toward this tech. He also added that “These are very competitive verticals, which can benefit significantly from identifying and targeting loyal customers.” Connolly explained that “Both already have large loyalty and advertising/offers deals in place and from a practical point of view, in-store items can be difficult to find. All of this makes indoor location a perfect fit.”

Beyond that, the development of the technology throughout other verticals will be an interesting occurrence over the next few months. For instance, while QSR restaurants had not originally been seen as a prime example of the type of business that would be able to take full advantage of this technology, it is in this area that there have been some of the largest successes.

Some of the differences that location based marketing and tech have been able to achieve for fast food restaurants include a small improvement in the length of lineups. This may sound minor, but in a business of that nature, it can translate to millions of dollars over time.

Location based marketing is growing in importance over mobile

| April 3, 2014

Success in advertising over smartphones is beginning to require this vital component.

Although location based marketing may not be the entire issue when it comes to mobile, it is easily proving itself to be the most important factor over this channel, says a new report from Thinknear.

The company specializes in this area and is now claiming that it is vital to advertising success on smartphones.

General Manager Eli Portnoy of Thinknear, a mobile advertising firm that focuses on location based marketing, explained that “The phone is a portable device we carry in our pocket and is a part of what we are doing all day and every day. You have your phone with you when you are commuting, when you are at work, when you are seeing friends, when you go home. It’s ubiquitous. And you use it to interact with your world and what’s important to you.”

That said, Portnoy pointed out that many businesses forget how precise location based marketing can be.

He pointed out that many mobile marketing firms and advertisers forget that smartphones are an exceptionally portable device and that people take them along no matter where they go. This makes it possible for “very precise location capabilities.”Location Based Marketing - Mobile Growth

Using the geolocation technology that is built into the majority of smartphones, these days, can give companies the ability to better understand who their main customers actually are and what they typically do. This insight can be invaluable to being able to provide those consumers with just what they want, at the time that it is most relevant to them.

The main issue standing between companies and their ability to actually obtain accurate location data, which they can then use, is the same as the one standing in the way of the use of many other parts of the mobile marketing industry. While the technology is out there, it isn’t always possible to use it to capture the valuable data. Portnoy explained that “Users have to have their GPS on, give the app permission to use their location, have a clear line of sight to a GPS satellite, and so on.”

Therefore, not every impression will provide usable location based marketing data. However, there are ways around it and firms such as Thinknear appear to be able to help to provide strategies that will guide companies and show them the mobile ropes.