Nov 10
10
Thirty-nine percent of on-the-go consumers are interested in receiving coupons for nearby stores through devices such as their mobile phones, according to JiWire.
As location-based services become more prevalent, consumers are growing more comfortable with exchanging their whereabouts in return for targeted advertisements and promotional offers. JiWire found that there is a significant opportunity for brands to tap into location to drive foot-traffic and sales.
“Think about the way advertisers are constantly thinking about marketing budgets, and directing resources for different portions of the purchase funnel,” said David Staas, senior vice president of marketing at JiWire, San Francisco. “The top is introducing the brand, the middle is introducing specific products and services and the bottom is driving direct response from the consumers.
“What’s great about the location capabilities that are now emerging – location-based advertising and location apps – is that brands can now bring location into the mix across that funnel,” he said. “I can connect you to the nearest store, I can tell you about local products and services and, all the way down to the bottom of the funnel, and I can get you in the store to redeem a coupon given to you based on location.
“The opportunity for location-based targeting is becoming pervasive, and we’re just at the beginning in terms of tapping into this, with the way consumer behavior has shifted over the last six months.”
Mobile Commerce Daily » 39pc of on-the-go consumers want location-based coupons: study » Print.
