Local mobile marketing is pushing its way to the forefront of marketing budgets and with great success. A number of retailers and brand agencies are taking advantage of campaigns that now focus on where the user of a mobile phone is located and how they can send out alerts such as specials and discounts to that user. This new marketing approach utilizes everything from geo-fencing to specialized ad campaigns.
So do consumers want to receive local information on their mobile phones? Apparently with the understanding of how it works, knowing they aren’t going to get spammed but will receive legitimate offers when in close proximity to a particular store, consumers do like the idea of receiving digital offers. A recent study has shown that each the interest in receiving alerts has grown with 2013 jumping 19 points with nearly 60% of smartphone users stating they were interested in receiving mobile alerts.*
Let’s say for example you are traveling to a mall in a city and you have your phone on and with you – as most people do. If you have opted in for offers, you might begin to receive texts from The Gap or Macy’s with a coupon, sale or discount. Thanks to geo-fencing, a software company such as Placecast will pick up on where your geographical area is, connect you with the shopping center within your geographic area and begin to send you alerts.
Because geo-fencing technology is compatible with 92% of U.S. mobile phones, it doesn’t require much for consumers to sign up.
This technology works so well that of 400 brand executives, 91% planned to increase their investments in location-based marketing campaigns in 2013.
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*Surveys conducted online within the United States by Harris Interactive on behalf of Placecast.