location-based advertising

How retailers are using geofencing to improve in-store CX

Geofencing is a strategy that has been around for a few years, typically used by retailers to increase footfall to physical stores. The term refers to the use of GPS or RFID technology to create a virtual boundary around a particular location, which can trigger a response if a consumer goes in or out of it.

More recently, with the battle between online and offline shopping intensifying – and bricks-and-mortar stores looking for ways to trump ecommerce alternatives – it’s also being used in attempt to improve the in-store customer experience. 

What is location-based advertising & why is it the next big thing?

66% of marketers believe location-based advertising is the ‘most exciting’ mobile opportunity for 2016, according to a recent IAB UK study I quoted in our digital marketing stats round-up

This is a huge endorsement from the marketing community, but how many people really use this channel to its full potential? 

For those still relatively new to the term, or for anyone wanting to refresh their knowledge, I’ve created this location-based advertising guide for you.

46% of consumer goods marketers use mobile ads for brand awareness

Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.

Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.

Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.

Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.

Apple to developers: iPhone GPS is only for “beneficial information”

When it comes to marketing, ‘location, location, location’ has always
been important. But thanks to the rapid growth and maturity of mobile
technologies, ‘location, location, location’ is taking on new meaning.

Location-based advertising is potentially the holy grail of mobile
marketing. And it appears that Apple, which occupies an important
position in the mobile market with the iPhone, apparently wants to keep
location-based advertising opportunities to itself.

Staying cool and making money can be hard to do

Mobile location-based social network and gaming service Foursquare has been generated a bit of buzz lately, especially amongst the early adopter crowd. In just under a year, it has amassed a user base of 300,000, and with deals like the one it recently signed with television network Bravo, some believe Foursquare may be ready to hit the mainstream.

That’s good news for the company and its investors, but as Foursquare starts exploring the commercial opportunities that come with popularity, it may find that maintaining the ‘cool‘ factor and maximizing commercial opportunities at the same time is a difficult thing to do.