Tag: bi intelligence report

Geolocation based marketing helps drive foot traffic

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.

Geolocation based marketing - foot trafficWithin 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.

Tablets are winning the mobile commerce race

Report highlights changes in consumer behavior

A new report from BI Intelligence highlights the changes in consumer behavior between those that use tablets and those that use smartphones. Behavior between these two demographics has been fragmenting for some time, with tablets users treating their devices more like traditional computers and smartphone users treating their devices like social media tools and portable gaming platforms. The differentiation between smartphone and tablet users has been modest, except in the retail sector where mobile consumers have become enamored with mobile commerce.

Tablets are favored shopping platforms

According to the report from BI Intelligence, consumers are beginning to favor tablets when it comes to mobile shopping. Many favor these devices because they provide a more enjoyable shopping experience. The larger screens of tablets allow consumers to better navigate retail sites and find the products they are interested in. The report also shows that tablets are becoming quite popular research tools for consumers that like to compare products.

Consumers spend more through tablets

Mobile Commerce and Tablet CommerceTablet users prefer to spend money at night, according to the report. Tablets allow for a shopping experience that is similar to what can be found on a traditional computer. This makes it easier for consumers to do their shopping from home, thus making them more comfortable with parting with their money. Smartphones are still quite popular when it comes to mobile commerce, but these devices are primarily used in physical stores rather than for home shopping.

Retailers work to engage tablet consumers more directly

Retailers are beginning to take note of the growing favor that consumers are showing for tablet devices. As such, the report notes that many retailers have begun tweaking their websites to be more accommodating the tablet users. Making a shopping experience more enjoyable specifically for tablet users may alienate smartphone users who still represent a significant portion of the mobile commerce market.