Tag: mobile geolocation

Location-based marketing heats up with brewing rivalry

| December 30, 2012

land-based marketing social medial rivalryLocation-based marketing gains steam in social networking

Location-based marketing is heating up and social networking sites are leading the charge. Foursquare is one of the first social networking sites to offer “check-in” services, which allow users to inform their friends of the locations they visit throughout the day. Facebook recently adopted a similar service and both networking sites have found a significant amount of success with these services in the advertising space. This success has garnered the attention of Rich Gorman, an online marketing specialist and veritable celebrity in the advertising industry.

Facebook and Foursquare rivalry could be good for location-based marketing

Gorman notes that Foursquare has made significant advancements to its check-in service that offers users with local search options. This assists in discovering locations that would have otherwise gone unnoticed by consumers, thus directing business to small stores that typically see little traffic. Facebook itself has been working to expand its services in order to compete with Foursquare, hoping to make an impact in  the location-based marketing space.

Mobile technology provides advertisers with direct line to consumers

Location-based marketing is becoming exceedingly important as consumers become more mobile. The advent of mobile devices has taken consumers away from stationary computing and out into the world, presenting a promising opportunity for marketers to engage consumers in a more dynamic way. Mobile devices, such as smart phones and tablets, allow marketers to be in constant contact with consumers and location-based services are providing marketers with valuable geographic information that could be used to target very specific demographics.

Mobile marketing expected to heat up in 2013

Gorman notes that there seems to be a growing rivalry between Facebook and Foursquare. Gorman suggests that Foursquare has a significant head start over its potential competitor, but Facebook has a great deal of clout that will enable it to match the capabilities of Foursquare. Location-based marketing may gain more momentum in 2013, especially as the rivalry between Foursquare and Facebook takes off.

Peoplecount report highlights benefits of location-based marketing

| December 24, 2012

peoplecount reportPeoplecount investigates the effects of location-based information in marketing

Peoplecount, a leading market research firm, recently released a report on behalf of ADCentricity, a location-based solutions company, concerning the marketing prospects of location-based digital media. The report was based on an ADCentricity client in the insurance industry, which had been running a national marketing campaign targeting various demographics. The report highlights various factors of the marketing campaign and its reach to consumers, covering aspects such as brand awareness, message recall, purchase intent, influence, and basic audience demographics.

Marketing campaign sees high exposure and engagement

According to the report, more than 80% of consumers that had experienced the marketing campaign heard it over the radio, with 50% having seen some aspect of the campaign on a digital screen of some sort. Approximately 1% of the consumers surveyed by Peoplecount were not aware of the advertisement at all. Most of these consumers were able to aptly recall the advertisement.

Insurer targets specific demographics for products

The report shows that the insurance company behind the marketing campaign made use of demographic information to sell its products to a targeted audience. Peoplecount notes that 68% of these consumers already held an insurance policy that related to the same type of coverage the insurer was trying to sell. Approximately 10% of consumers had plans to purchase additional insurance coverage within the next year. Peoplecount found in its report that the marketing campaign saw the most success in venues that had high dwell times, such as gyms and doctor’s offices.

Geographic information helped campaign find success

The report highlights the benefits of using location-based information to target consumers. The insurance company behind the marketing campaign was able to use this information to target consumers that would be in locations with high dwell times. As a result, the insurer saw a great deal of exposure through its campaign. While the report does not document the impact the campaign had in terms of sales, it does show that location-based marketing is a powerful way to reach a target audience.