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It's perhaps the biggest mainstream event yet to employ beacons for location-based marketing. The MLB has plans to do its own location-based marketing using beacons, as does Macy's and American Eagle Outfitters.
A recent report from BI Intelligence takes a closer look at this kind of in-store, or "hyper-local targeting." The concept isn't new, but three technologies are making it a reality: push notifications, low-energy Bluetooth, and mobile payments.
And location-based marketing isn't just about beacons. The report looks at three of the primary types of location-based marketing techniques - geofencing, geoconquesting, and geoaudiencing, each of which uses location somewhat differently to reach consumers.
Location-based marketing also requires users to opt-in and share their location, something many consumers aren't often inclined to do. The report identifies some the latest and most effective location-based apps that are giving consumers' reasons to share their locations. Research increasingly supports the notion that local apps and advertising lead to in-store purchases, which means there's even more reason to use location-based mobile marketing to nudge consumers down the purchase funnel.
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Here are some of the report's key findings on how the entire local-mobile landscape has shifted:
- Location-based services enjoy widespread acceptance, but adoption isn't growing. Seventy-four percent of U.S. smartphone owners say they use mobile location-based services. That percentage is flat compared to last year.
- Check-ins are becoming passé. The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of last year to 12% this year.
- Apps like Life360 and Waze prosper because consumers feel like they're getting great value out of sharing not just their location, but other information too.
- Research increasingly supports the notion that local apps and advertising leads to in-store purchases. Mobile-local campaigns allow marketers to nudge customers down the purchase funnel, and "close the loop," with in-store foot traffic and purchases.
- Geoaudience profiling, geoconquesting, and hyper-local in-store campaigns are three primary strategies used to segment audiences and target consumers based on location.
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