LBMA 2017 Global Location Trends ReportDate: March 13th, 2017
Location continues to capture headlines. For multi-location brands, many have come to understand the value of localization and targeting. The new data shows just how much spend is actually going to these efforts.
In a survey of “500 marketing decision makers," 25% of marketing budgets are spent on location-based marketing and over 50% of brands are using location data to target customers. This represents billions of dollars. Location is an increasingly critical element of digital marketing for brands and enterprises.
Among The LBMA’s main findings:
- Company usage of location-based marketing is on the rise in most countries — 5 percent increase in the US from 2016 to 2017, 6 percent in Canada, 7 percent in the UK, and 3 percent in Singapore. Only Germany saw a 3 percent decrease in location-based marketing usage.
- Executives agree LBM is an important business issue and its importance will increase in 2017.
- Social Location Services and Location Based Advertising were the top areas of interest in 2016 and will continue to be so in 2017.
- Location-Based technology will increasingly be used for customer service and other non-marketing initiatives.
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