GPS Marketing Slow to Take Hold
Slow and steady wins the race to location-based marketing acceptance, according to Target Marketing’s study, “Marketing Mix Trends 2010-2016.”
“Adoption of this technology will get a boost when they can offer granular data on a customer’s on-site movement,” predicts Target Marketing’s analysis of six years of “Media Usage Survey” data. The “GPS/Location-Based Marketing” section — measured from 2011 to 2016 — is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
This aspect of mobile marketing is in the “technologies and tactics” area of the research, now that Target Marketing’s already given readers a synopsis of each of the channels covered in the surveys.
The following is an excerpt from “Marketing Mix Trends 2010-2016.”
The ability to reach a prospect with relevant messages when the prospect is in-market has been a Holy Grail since the early days of marketing. Location-based marketing technology not only helps draw prospects into a retail location through messages when a prospect is near, but an in-store network of beacons can track, target and analyze a prospect’s behavior on an aisle-by-aisle basis.
Marketers may not be in a rush to embrace this technology, but they are slowly catching onto its benefits: 29 percent indicate they are using it as of 2016, a steady, if gradual, rise from the 20 percent indicating they did so five years ago. The systems themselves are becoming more sensitive, and adoption of this technology will get a boost when they can offer granular data on a customer’s on-site movement.