Here’s why: Forbes Insights and mobile-location ad platform xAd announced a study on March 23 titled “Location: A Strategic Marketing Imperative" that shows how location-based mobile advertising is “becoming a competitive differentiator.”
Marketers can use the following information to better target mobile consumers:
- Mobile Cell Phone Users Are Worth More Than Couch Potatoes. “Consumers that are researching products and services on their smartphones while on the go are 45 percent more likely to make a purchase within the hour over those at home — an important signal for marketers to detect and act on quickly.”
- Make Sure Content Is Ready for Consumers Who Research. Because they’re researching before they buy. “Forty-four percent of consumers report their mobile devices — smartphones or tablets — are the most essential aid to their purchase decision.”
- On-the-Go Consumers Are Buying in Brick-and-Mortar Shops. “Ninety percent of retail transactions still happen in the real world: The right mobile strategy can enhance customer experience by nurturing brand-customer connections in-store.”
- ‘Spying’ on Consumer Locations Can Help With Predictive Modeling. “Where people are, or where they have been, can provide powerful context about their needs as consumers, the best ways to tailor messages and offerings to them, and their immediate intent to purchase.” This location information can also help marketers provide “location-targeted mobile campaigns.”
What do marketers think?
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