Location-Based Messaging At The Super Bowl Proves That Local-Mobile Marketing Is Going Mainstream

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In the run-up to the Super Bowl, the NFL installed wireless transmitters - beacons - in the stadium and in Times Square that could interact with fans' smartphones and let them know where to buy their Seahawks gear or find the nearest bathroom.

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It's perhaps the biggest mainstream event yet to employ beacons for location-based marketing. The MLB has plans to do its own location-based marketing using beacons, as does Macy's and American Eagle Outfitters.

A recent report from BI Intelligence takes a closer look at this kind of in-store, or "hyper-local targeting." The concept isn't new, but three technologies are making it a reality: push notifications, low-energy Bluetooth, and mobile payments.

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And location-based marketing isn't just about beacons. The report looks at three of the primary types of location-based marketing techniques - geofencing, geoconquesting, and geoaudiencing, each of which uses location somewhat differently to reach consumers.

Location-based marketing also requires users to opt-in and share their location, something many consumers aren't often inclined to do. The report identifies some the latest and most effective location-based apps that are giving consumers' reasons to share their locations. Research increasingly supports the notion that local apps and advertising lead to in-store purchases, which means there's even more reason to use location-based mobile marketing to nudge consumers down the purchase funnel.

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Here are some of the report's key findings on how the entire local-mobile landscape has shifted:

Adults Who Use Location Features

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