This post concludes with the current state of Location Based Marketing (LBM) – a current state where everybody is jumping onto this mega trend.

The post get’s to its conclusion by traversing a short historical recap and presenting some compelling reasons driving the movement.


LBM, a concept as old as the hills

LBM is nothing new. People have always known that well placed messages yielded better results than messages placed randomly. Since just about forever people have putting up signs in the town square and have made decisions about the local newspaper versus the national publication to more precisely reach their audience. Telecoms have been sending location based SMS messages, typically offering a country specific package when you landed at a foreign airport, for the past 15 – 20 years.

Unfortunately, for a very long time, being able to deliver location-based messages and content across the interwebs and mobile communication channels has been limited to a select few or just not possible. That is, until recently.


A technical convergence

With improvements in GPS, underlying infrastructure and software technology – including everything from the database level to what is openly offered by the mapping suppliers, building location aware platforms has become much easier.

And obviously, the advent of this little invention called the smartphone, that now follows almost 1/3rd of the earth’s population virtually everywhere it goes, has enabled an incredibly effective LBM delivery platform.

Finally, add to this advanced technologies like Beacons and other IoT devices to the mix and marketers looking to leverage LBM have (almost) everything they need to surprise and delight.

This recent combination of these powerful building blocks have organizations allocating upwards of 25% of their marketing budgets to LBM, according to the Location Based Marketing Association (LBMA).


Just because something is now possible doesn’t make it right

So, what’s behind the ever increasing move towards using location as a marketing message delivery parameter? Why are the forecasts so bullish on LBM?

Source: Biakelsey

Quite simply, marketers become more effective when using location to target message and content delivery. There are already hundreds, maybe thousands of examples.

Using geo-targeting Whole Foods drove 3x the industry average on post clickthrough conversions. Adidas turned around a failing program from negative ROI (23 cents for 1 dollar spent) to significantly positive ROI ($1.83 for every dollar spent) by leveraging location extensions. Finally, the mighty Starbucks used simple location-based push notifications to deliver coupons and increased walk-in traffic by 100%!

The results are piling up and with the exception of a few intrusion and privacy gaffes they are decidedly positive.

This brings us to the current state of LBM: everybody is doing it or going to do it very soon.

It is intuitive, if not obvious that a message delivered to me based on where I am has a better chance of being impactful and valuable and the results are proving this out. So, marketers all over the world can be grateful that the technology is now in place to capitalize on the new audience engagement possibilities enabled by LBM!


If you’d like to find out how Quiver Enterprise can help you capitalize on the LBM value proposition, visit www.quiver.zone or contact us at info@quiver.zone. If you liked this content you will love our newsletter. Sign up here.