Do you know what the hottest marketing trend in practice today is?
If you answered location based mobile marketing you would be right on target.
Consumers have their mobile device filled with mobile applications and access to mobile web sites at almost every moment of the day and most importantly, they have their mobile device with them when they are shopping and making purchasing decisions. Clearly, taking advantage of this coupled with the consumer’s location is a marketers’ dream.
In a new BI Intelligence report, location-based mobile marketing looks to be a bit of a holy grail for marketers as it offers everything a marketer could possibly want: high conversion rates, tight targeting, and rich consumer information possibilities. In fact companies across the globe are rushing to location-based mobile marketing since an overwhelming amount of data is proving just how effective location based mobile marketing has been across several studies. According to BI Reports, “That’s where location-based mobile technology comes in. It gives marketers new ways to identify and track mobile audiences, and with the aid of algorithms, it can also group them into behavioral and demographic segments for targeting.”
We see that companies are embracing location based marketing by looking at its rapid rate of adoption. In a study of brand executives it was found that 91 percent plan to increase their spend on location based mobile marketing campaigns in 2013 (Balihoo). And in a different study by Berg Insight, it was found that location based ad spending was about 8 percent of the total mobile ad spend for 2012, but that this is expected to grow to 33 percent by 2017.
Clearly a strategy that takes advantage of a consumers location and a device that is in their hand is bound to put you in a great position to increase your brand’s sales.
Kimber Johnson
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