The location-based marketing space and the technology the drives it, are expected to grow this year, driven by adoption from big brands. According to a new study of brand marketers, 75% believe location based marketing is an important business issue for 2016.
The survey was completed by reps from brands such as Coca-Cola, Mondelez International, BMW, Tesco, Starbucks and Starhub. 77% of these brands find location-based data to be valuable, but only 65% believe it is accurate. This appears to be a pain point for many of these brands and a major hurdle in being able to take action on the data.
On the tech side of location-based marketing, these brand marketers will be investing in Wi-Fi (63%), GPS (57%), NFC (46%) and beacons (41%). The LBMA expects all of these location technologies to grow by double digits this year.
The data comes from the Location Based Marketing Association‘s (LBMA) “Global Location Trends Report,” which surveyed 253 brand marketers. For more on the report, click here. To access the graphic above, click here.
