Location-based advertising, Location-based & marketing and Proximity marketing

Location-based services use location and time data as primary elements in computer programs and applications for location-specific purposes.

Location-based advertising (LBA), location-based marketing (LBM) and proximity marketing are relatively similar functions in that they all provide end-users with the ability to see specific destinations near and around them, from their mobile devices. For businesses, having a presence in location-based platforms, creates new opportunities by which to connect with end-users (customers and prospects).

Destinations use LBA, LBM and proximity marketing to create engaging point-of-sale and incidental purchase opportunities for end-users. Because end-users opt-in to location-based advertising and marketing apps, they are expecting to be notified by destinations in these cases.

This type of local marketing creates unique scenarios and opportunities for destinations in creating meaningful relationships with end-users.

Location-based services - US consumers“The percentage of Americans using mobile phones to find local information is increasing dramatically, and the number of people in the US broadcasting their location through geosocial sites is ticking steadily upwards,” according to a new eMarketer report.

Nearly twice as many adults used location-based services in 2012, as compared to 2011.

eMarketer expects US mobile ad spending to reach $2.6 billion this year, up 80% from 2011, and the number of people with a smartphone will increase from 93.1 million to 115.8 million.

In February 2012, the Pew Internet & American Life Project found that 74% of smartphone owners and 46% of adult mobile phone owners overall accessed location-based information services—defined by Pew as GPS-enabled map services or reviews of nearby attractions accessed via an app or mobile browser services.

There is a massive demand for location-based marketing services worldwide, according to the findings of a new TNS report, which found that the services are the most sought after by mobile users across the globe.

Mobile Life‘, the firm’s latest report, concludes that almost two-thirds of mobile users that don’t have location-based features would like to start using the feature, showing that there is huge untapped potential for check-ins, mobile maps and other services.

A study by AdRockers | digital marketing shows the global desire for location-based services:


Furthermore, and of equal interest, is a growing level of understanding that certain location services will provide benefit to consumers. TNS saw 12.5% of users admit they are prepared to share their location for a deal, while 21% are open to being served location-based adverts.

 

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