From The Editor | March 17, 2016

Location-Based Marketing Tech Spending On The Rise


By Erin Harris, editor-in-chief

Location-Based Marketing

Location-based technologies continue to help retailers build brand advocates and deliver contextually relevant messaging to customers. Indeed, The Location Based Marketing Association (The LBMA) just released its Global Location Trends Report, which is based on the findings from an online study conducted in the United States, Canada, Germany, the United Kingdom, and Singapore. Owners/co-owners, CEO/Presidents, CMOs, and Marketing Managers participated in the online survey to share their current usage and investments in location-based marketing as well as future goals on implementing this technology. 

Here are some of the findings:

Executives agree that location-based targeting is valuable, actionable, and accurate.

  • 47% – 84% of companies (depending on the country) are currently using location-based data to target their customers.

Moderate investment in location-based marketing is common.

  • 25% + of marketing budgets are allocated to location-based marketing.
  • “Ability to target consumers” and “drive POS sales” top location-based marketing benefits.