Location-Based Marketing – Trends & Challenges

copyrights:Aleksander Buczkowski 2011-2012

Location-based technologies are dynamically evolving. The dissertation is summarizing the state of the art of Location-Based Marketing in February 2012 but due to the constant development one cannot fully anticipate how will the industry look like in 12 or even 6 months. There are however certain trends that seems to be highly probable.

Integration of different types Location-Based Services

Different types Location-Based Services will be integrated to enhance user interaction and engagement. One of examples could be application called Zombie Run, which links elements of jogging monitoring application with Location-Based Game. Integration of elements of augmented reality in different types of LBS seems to be a trend as well.

Integration of Location-Based Services with other technologies

One can observe integration of Location-Based Services with other technologies e.g. DOOH (Digital Out Of Home) technologies, which are displaying Location-Based Social Media content on the screen inside or close to the venue.

The company called LocaModa is providing solutions that are displaying e.g. Foursquare and Twitter live feeds on the screen inside particular venues, which is linking virtual community activity with in-store customers.

Increasing role of Location-Based Analytics

According to ABI Research – technology market research company – the Location-Based Analytics market in US will reach the $9 billion in value by 2016. There are companies that are monitoring Location-Based Social Media content e.g. VenueLabs, but there as well business that monitor other consumer behavior that can be used for marketing purposed. One of examples could be a company called Path Intelligence which is providing analysis of spatial behavior of customer in shopping malls based on their mobile phone signal detection.

Indoor Location-Based Marketing

In late November 2011 Google publicly launched  new version of Google Maps – 6.0 for Android platform with indoor maps and indoor navigation functionality. Although it is still in a beta mode and with limited locations, all major competitors in the market including Nokia announced to present their indoor navigation platforms in the near future. There are as well branded location-based indoor navigation products like mentioned in the thesis “The Meijer Find-it” application.