Tag: geolocation based marketing

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.

Location based marketing alerts appeal to some consumers

A new report has suggested that shoppers are ready to start to receive notifications based on where they are.

According to a report that has been issued by an in store provider of a mobile marketing platform, Swirl Networks, consumers are becoming increasingly willing to receive location based marketing alerts that are triggered by beacon signals when they enter a shop or other similar places.

This is a trend that has been interesting many tech and advertising giants and was discussed by the MMW earlier this month.

Major technology companies, such as Apple, are now turning their sights toward location based marketing alerts and everything that surrounds them. For example, that company recently launched its iBeacon tech, which gives merchants to provide shoppers with in store messages that draw attention to sales, deals, promotions, and other information that the consumer may find relevant.

One concern some companies have had is whether consumers are ready for location based marketing alerts.

location based marketing alertsAccording to the research outlined in the Swirl Networks report, consumers are ready and willing to start to obtain messages through their smartphones from a store when they have entered its doors. In fact, the study revealed that a considerable 77 percent of shoppers would be willing to share their data regarding the location of their smartphone (which is the central technology for campaigns triggered by beacons) as long as the value that they receive in return is deemed adequate.

The Swirl Networks study also showed that shoppers also have a greater likelihood of sharing their location data with their favorite retailers (as was the case among 65 percent of the research participants) than they would to Google, Facebook, or shopping or daily deal apps.

According to the report, “As retailers ramp up their use of beacons for in-store mobile marketing, they must overcome the two largest complaints from consumers about today’s mobile shopping alerts: lack of relevance (41 percent) and lack of value (37 percent).” This is important insight for retailers that hope to be able to encourage broad use of their location based mobile marketing alerts without turning off smartphone using customers.