Indoor location marketing is a promising way to reach consumers when they are extremely close to the point of purchase. While there are some privacy concerns to consider, indoor location is already winning over major retailers and brands as a new way to connect with relevant, on-the-go consumers.
As an intro to how it all works, check out Greg Sterling’s webinar from last year that provides an overview of the indoor location marketing ecosystem, various technologies in use, indoor analytics and the way in which online-to-offline tracking is revolutionizing ROI. Sterling is also holding the 2014 Place Conference in less than two weeks that will dive deeper into the indoor location opportunity.
Here are some stats that give a glimpse into this emerging space:
- Indoor location and place-based marketing will surpass $10 billion by 2018. (Opus Research)
- Beacons in retail stores resulted in a 19x increase in interactions with advertised products, and a 6.4x increase in the likelihood that a shopper kept an app that sent them a beacon message on their phones. (InMarket)
- Public WiFi is the basic location infrastructure needed for indoor location marketing, and the number of WiFi locations nationally increased 293% from 2009-2013. (NinthDecimal)
- 72% of smartphone owners used devices while shopping in stores during the 2012 holiday season. (Pew)
- Indoor maps and services to reach more than $2.5 billion by 2017. (ABI Research)
Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!