Location-based mobile advertising is fast becoming a competitive differentiator, according a new report by Forbes Insights, in association with xAd: “Location: A Strategic Marketing Imperative.”
With mobile surpassing desktop computers as the most essential tool for making a purchasing decision, the ability to capture purchase intent offline and convert that into additional revenue is fast becoming a strategic marketing imperative.
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.
Consumers’ expectations are changing as apps such as Uber, Tinder and Yelp raise the bar on immediate service delivery. Whether mapping the nearest coffee shop or swiping for the closest love connection, 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.
Jim Beck, the President of Baytech Mobile has been programming websites and sending digital marketing messages for over 20 years. He works with clients to help them engage the mobile consumer through mobile and text message marketing solutions and strategies. He loves to help others implement mobile marketing into their businesses He hopes you enjoy this mobile marketing blog as much as he does writing it!