Data fuels location marketing boom

Location and proximity-based marketing has grown from a Minority Report prophecy to a marketing reality, according to a new study which claims 99% of brands are now investing in the technology.
The study of UK marketers, commissioned by Airspace, found that almost all respondents have already made investments in proximity marketing, through iBeacon-style technology, with 79% of those planning to implement campaigns within the next six months.
The survey revealed that 80% of respondents say the ability to gather more accurate data to better understand their customers is a key driver in adopting the technology.
Airspace chief executive Ian Malone said:“This research neatly matches our own conversations with high street retailers and other high footfall locations, who feel they need to act now.
“Brands that utilise proximity marketing to deliver relevant, contextual messages will see an upturn in conversion rates and arguably more loyal customers.
“Even the brands that use the technology simply to understand their customers better will gain a competitive advantage over those without access to the rich data and insights delivered by proximity networks.”