Indoor Location Technologies Will Change the Way Retailers, Venue Owners and Brands Think About Operations, Customer Experience and Marketing
SAN FRANCISCO, CA — Indoor location and place-based marketing will surpass $10 Billion by 2018, according to a new report from Opus Research. The report, Mapping the Indoor Marketing Opportunity, provides a comprehensive analysis of the emerging indoor location and marketing landscape examines market drivers, companies and use cases for indoor location.
Opus Research’s report explains indoor location infrastructure and the range of technologies now being deployed, including Wi-Fi, iBeacons, sensors, magnetic fields and others. However, it moves beyond this technical discussion to focus on the broader opportunity and real-world implications of indoor location and in-store analytics for merchants, consumers, brands and digital marketing broadly.
“The ability to capture and utilize data about the offline impact of online marketing is going to have a dramatic effect on the entire market,” said Opus Research Senior Analyst Greg Sterling, the primary author of the report. “In addition, the information being collected about consumer behavior in stores is invaluable and will help improve retail operations and the in-store customer experiences overall.”
Among other topics Mapping the Indoor Marketing Opportunity tackles consumer privacy issues and includes proprietary survey data about consumer attitudes and behavior regarding indoor and in-store smartphone usage, tracks indoor location, offline analytics and related proximity or place-based marketing.
The report discusses their impact on four primary areas of spending:
- Hardware/IT spending, services and software licensing (SaaS)
- Coupon distribution
- In-store merchandising and shopper marketing
- Geo-fenced or hyper-local mobile advertising
The report is a follow up to Opus Research’s inaugural Place Conference, the first event devoted to indoor marketing, hosted last October in San Francisco.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media