Tag: smartphone marketing

Location based marketing will become far more possible with 2019 tech

ABI has released a report that says that a new type of sensor fusion that is rare today will be commonplace soon.

ABI Research has now released a report that looks quite promising for companies that have been considering the use of location based marketing, as they have said that geolocation sensor fusion remains “very much a rarity on smartphones today,” but that this will be changing in the near future.

The report said that by 2019 the market for this technology will be tremendous due to usage trends.

It explained that trends toward local search, health, retail, personal asset tracking, and connected home apps will spread geolocation based tech massively by 2019. This will open up a practically limitless number of doors for location based marketing technology providers and users. Patrick Connolly, a senior analyst from ABI Research, explained that “Conditions are perfect for disruptive new entrants.”

ABI Research feels that the technology that will drive location based marketing is about to take off.

Location Based Marketing - TechnologyConnolly went on to explain that “All major sensor IC vendors have identified location-based sensor fusion as important, yet InvenSense is the only company to actively invest in this area. This lack of priority is driven by a short-term demand issue, as the indoor ecosystem is not evolved enough to warrant major developer interest.” The result, he said, will be that there will be a “void”, as that application starts to explode over the next couple of years.

GNSS IC vendors and startups will, says ABI Research, be able to take advantage of a considerable chance for meeting this demand. That said, it should be pointed out that unlike the market for IC, where there is a single position for which everybody must compete, it is the belief of ABI Research that smartphones will run a number of different indoor geolocation technologies for various apps and purposes.

Connolly explained that this environment is unique in its potential for competition, which is made even more complex by vendors such as Apple, that like to develop their own geolocation sensor fusion solutions as a component of an “always-on ubiquitous offering”. As a result of the disruption that this will cause, competition will develop and it will form a chance for equal measures.

Location based marketing companies will be provided with an array of choices with which they will then be able to engage consumers.

Mobile marketing is an effort that doesn’t stop with applications

The majority of advertisers are quick to dive into apps, but there is a great deal more to the channel.

While study data has been consistently showing that consumers are now spending more time looking at the screens of their smartphones and tablets than their TVs, mobile marketing is still not viewed as a powerful channel for advertising.

Instead, many marketers are seeing this sphere as being limited to mobile apps, and not much else.

All too many mobile marketing companies have been overlooking the mobile web as a good way to be able to reach consumers. That said, the vast majority of m-commerce and traffic over smartphones and tablets does not come through apps. This suggests that marketers are missing a considerable opportunity by placing all of their focus on that one component of the channel, and overlooking the rest, nearly completely.

Recent Forrester research findings suggest that mobile marketing may not be fully understood by those using it.

Mobile Marketing - More to advertising than just appsThe Forrester findings showed that the average smartphone user on in the United States and the United Kingdom have 24 mobile apps on their devices, but will spend 80 percent of the time that they use those devices on only 5 of them. The most amount of time is typically spent on messaging and on social media, as opposed to mobile gaming. While there are certain specific vendor apps, such as Starbucks, that have done exceptionally well, the majority are considered to be relatively insignificant.

With the growing importance of mobile devices to the average consumer, it is surprising that retailers and brands have not kept up with the new wave of advertising opportunities, particularly considering that the competition is “low” now, and will only increase over time. Moreover, this is typically considered to be quite an affordable and cost effective way to reach consumers, but is not being used for driving engagement.

While it isn’t that apps are unimportant, data is showing that mobile marketing needs to involve the web and other methods of reaching consumers in a way that increases their odds of being reached.