Author: Rebecca

Its size is expected to grow from this year’s projected $448.6 million to 2018’s forecasted $2.6 billion.

The market for indoor geolocation marketing is rapidly growing in size, as a new report released by MaarketsandMarkets is indicating that there will be a CAGR of 42.1 percent from 2013 to 2018, that will bring it from $448.6 billion to $2.6 billion.

This report outlined the various areas of the global indoor location market and divided it into sub-groups.

It was entitled “Indoor Location Market Indoor Positioning and Indoor Navigation (IPIN); Indoor Mapping; Indoor LBS; Indoor Analytics; By Positioning Systems (Network-based, Independent, Hybrid): Global Advancements, Market Forecasts and Analysis (2013 – 2018).” Within it, MarketsandMarkets broke down the geolocation indoor market into different sub-segments through the use of deep analysis techniques and revenue predictions.

The geolocation report also pointed out the restraints and drivers within this part of marketing.

It identified a number of challenges, opportunities and trends to indoor geolocation marketing that were very insightful and could be quite helpful to the industry. The research in this report – as is the case in many other studies in this field – was fueled by a need for better understanding of access, connectivity, and navigation.

Previously, navigation systems and commercial positioning came in the form of GPS devices, which have strength within the outdoor geolocation environments. However indoor environments present different features as there is typically an absence of satellite signals. Therefore, newer solutions are required in order to achieve the types of results that would be possible outside.

The newer geolocation technologies that provide indoor experiences are also capable of offering improved and enhanced customer satisfaction, marketing, and branding, outside of its traditional navigation use.

The report suggests that this will become very promising for retailers and other businesses while it experiences rapid adoption among the consumers themselves. It also indicated that geolocation will help to boost automation at the enterprise level. The analytics from this tech has the potential to provide businesses with highly useful behavior and purchasing data that can be used to better create marketing and shopping strategies that suit the unique needs and wants of the consumer.

The alliance between the two companies is estimated to be worth approximately £500,000.

A cross portfolio contract is bringing Weve – the m-commerce platform that was created by Vodafone, O2, and EE – together with Heineken UK in a mobile marketing campaign to target smartphone carrying consumers.

This is one element of a larger deal worth a half of a billion pounds that is meant to expand Heineken’s m-commerce presence.

The alcohol company is hoping that it will be able to broaden the reach of its ads throughout the smartphone channel with this mobile marketing partnership. It was negotiated by Starcom MediaVest Group and will be reaching all of the brands from Heineken, including Fosters, Strongbow, and Bulmers. It will be launching its campaigns throughout July and continuing them throughout the remainder of the year.

Heineken has been growing its focus on mobile marketing as it grows its presence on the smartphone channel.

The company is especially looking focused on the “always on” environment that involves mobile marketing through messaging. This new partnership represents a continuing increase that has been occurring year over year in its investments into this space. The reason is that it has found that the brands that have been concentrating more on smartphone advertising and on being tech savvy are those that are gaining a much more meaningful access to consumers and that are achieving a richer audience insight level.

Senior brand manager from Heineken UK, Lynsey Hurst spoke of this new mobile marketing deal by saying that “The opportunity with Weve is unique and is naturally full of innovation, Weve are uniquely positioned in the market, both in terms of targeting capabilities and detailed audience understanding, they are therefore a perfect partner for our brands to be working more closely with.”

It was also revealed that Weve and Heineken will be working together on focused research in order to be able to measure the value of their mobile marketing strategies and campaigns. It will also be monitoring the impact made on the sales data by their central off-trade and on-trade partners. The goal is to be able to gain a much better understanding of the techniques and hone the strategy in the most effective and efficient way.