How-to-Guide - Understanding Location Based Advertising

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With smartphone ownership growing steadily by the quarter, the need for companies to focus more intently on mobile marketing strategies is now an imperative. As more marketers flood into the mobile …

With smartphone ownership growing steadily by the quarter, the need for companies to focus more intently on mobile marketing strategies is now an imperative. As more marketers flood into the mobile marketing sphere, it is important for them to ensure that their company’s mobile presence is competitive and relevant.

In the ongoing battle to stay competitive and relevant, during 2014 one of the most critical mobile marketing concepts organizations should evaluate is location-based advertising. Utilizing location-based data to illicit direct foot traffic to a brick-and-mortar location is as effective, if not more so, than email marketing coupons or online store discounts.

Read this 4-page guide to learn:

- The definition of location based advertising (LBA)
- The benefits of implementing LBA
- Common LBA strategies

To obtain this document, visit us at http://www.demandmetric.com/register

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  • 1. How-­‐To  Guide         Understanding  Location-­‐Based   Advertising     By  Kristen  Maida,  Research  Analyst   November  2013           EXECUTIVE  SUMMARY   According to a recent Nielsen study of mobile phone users (June August 2013), 64% of mobile subscribers own a smartphone and 80% of the newest mobile users chose smartphones as their mobile device. In comparison to just three months prior, smartphone ownership is up 3% (www.nielsen.com). With smartphone ownership growing steadily by the quarter, the need for companies to focus more intently on mobile marketing strategies is now an imperative. As more marketers flood into the mobile marketing sphere, it is important for them to ensure their presence is competitive and relevant. In the ongoing battle to stay competitive and relevant during 2014, one of the most critical mobile marketing concepts organizations should evaluate is location-­based advertising. Utilizing location-­based data to illicit direct foot traffic to a brick-­and-­mortar location is as effective, if not more so, than email marketing coupons or online store discounts. This How-­To Guide describes location-­based advertising, how it can benefit your organization and suggests a few common location-­based advertising strategies.     ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.  
  • 2. How-­‐To  Guide   WHAT  IS  LOCATION-­‐BASED  ADVERTISING  (LBA)?   -­based advertising (LBA) is a new form of advertising that integrates mobile advertising with location-­based services. The technology is -­specific -­ www.wikipedia.org -­based advertising [involves] advertisements that are matched to your physical location. For instance, if you're a teenager and you're driving by the local mall, your cell phone may suddenly ring to notify you that there is markdown on sweaters, discounted just moments ago in a brand-­name department store. That's a location-­ -­www.netlingo.com To read the rest of this How-­to Guide, become a Demand Metric member today! ©  2013  Demand  Metric  Research  Corporation.    All  Rights  Reserved.