According a new report by Forbes Insights, in association with xAd: “Location: A Strategic Marketing Imperative”, location-based advertising is quick becoming a force that you need to remain in the competition.
“By 2018, global smartphone users will reach the 2.5 billion mark, according to eMarketer. Despite the rapid growth and adoption of smartphones, the majority of retail transactions (over 90%), still occur in brick-and-mortar stores. As a result, the goal for marketers shouldn’t be to replace the offline experience with an online one but to enable a faster, more seamless purchase process.”
According to the report, consumers’ expectations are changing as apps such as Uber, Tinder and Yelp raise the bar on immediate service delivery.
Location data is currently changing how people shop, eat, date and travel. As a result, shoppers now expect in-the-moment, personalized, relevant experiences, whether purchasing products online or browsing the aisles of a brick-and-mortar retailer.
“For marketers, this new breed of mobile-dependent, highly demanding consumer is a prime opportunity to engage and activate customers in innovative ways. Chief among these new strategies is location-based marketing—one of the most powerful means for identifying and delivering on consumers’ real-time intent. The goal is to leverage intent to create purchase incentives and foster a more personal engagement. As a result, location is now critical to tapping into these precise moments of decision making.”
“Location is now marketing’s vital frontier,” said Bruce Rogers, Chief Insights Officer and head of the CMO Practice at Forbes Media. “It allows you to send relevant messages at just the right moment.”
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at firstname.lastname@example.org for a free consultation.