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<div class="image-container float_right click-to-enlarge"><div class="image"><a title_source="" title_caption="" class="zoomin" href="http://static4.businessinsider.com/image/50f995c06bb3f7c55f00000e-960/bii_location_apps.png"></a></div></div><keyword id="631848" type="UNKNOWN" weightage="60" keywordseo="Location-based-services">Location-based services</keyword> will become ubiquitous, but not with a wave of killer location apps that will move them into the consumer mainstream.
Instead, location data is being used to power location-sensitive features in the background of more and more apps — across the <keyword id="6354632" type="COMPANY" weightage="60" keywordseo="Social-media">social media</keyword> landscape. 
Facebook, Google, Yelp, Instagram, Groupon, Twitter and dozens of other popular apps offer location-enabled features. 
Those <keyword id="6354485" type="CITY" weightage="60" keywordseo="mobile">mobile</keyword> properties, and many others, have moved way past the "check in" concept, which in any case never really caught on with users. They may still offer the ability to check in, but are also trying to be more imaginative with location-based notifications and location-aware services. This is also known as the SoLoMo, or social-local-mobile nexus. 
In a <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">new report</a> from <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> on local-mobile marketing, we explain how social media apps have encouraged location-sensitive features that often run in the background.
We also take a look at <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">key stats on the location-based services marketplace</a> that indicate its supremacy in <keyword id="691908" type="ORGANIZATION" weightage="60" keywordseo="mobile-marketing">mobile marketing</keyword>. We interview <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">top location-based industry experts</a>, and explain <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">how the most important techniques work</a> (geo-aware, geo-fenced, DMA-focused and audience-based local-mobile campaigns). We examine the cornerstones — such as data- and audience building — to a successful location-based mobile strategy, look at <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">who has the valuable location-based data</a>, and analyze the six most effective local-mobile marketing tactics. 
<a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">Access The Full Report And Data By Signing Up For A Free Trial Today &gt;&gt;</a>
Subscribers to our service also gain access to over <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile" target="_blank">100 in-depth reports on the mobile and social media industries</a>, receive daily charts and data, and can search hundreds of <a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">graphics, charts and datasets</a> for use in their own research and presentations. 
Here's an overview of the social-location-mobile marketing explosion:
<ul>
<li>Some apps, like <keyword id="76575" type="COMPANY" weightage="60" keywordseo="Foursquare">FourSquare</keyword>, and <keyword id="6497922" type="ORGANIZATION" weightage="60" keywordseo="path">Path</keyword> <a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">offer ambient tracking</a> of a smartphone so that users can share their location with friends in real-time and receive push notifications that guide them to nearby events, deals, or gatherings.</li>
<li>Another popular app, Life 360, <a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">allows families to track one another</a>. In December, Life 360 <a href="http://www.life360.com/blog/new-feature-places/">introduced a feature</a> called "Places," which allows families to receive automatic geo-tagged notifications. For example, a teenager's mother may receive a note, "Alice Has Arrived At School," every time her daughter makes it back safely at her boarding school.</li>
<li>One big problem with ambient tracking and location-enabled push notifications: the battery drain of always-on GPS. <a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">One company, </a><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">Geoloqi</a><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">, has created a development platform that aims to allow coders to easily build powerful location-sensitive features</a> that are battery friendly. In October of last year, <a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">Geoloqi was </a><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">acquired</a><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank"> by mapping technology company, Esri</a>. </li>
</ul>
In full, <a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">the report: </a>
<ul>
<li><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">Explains how location is the new cookie and can give marketers a way to identity and track mobile audiences</a></li>
<li><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">Showcases data that show how money and investment is flowing into location-based mobile marketing</a></li>
<li><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">Shows how location-based data is driving much of the interest and success in mobile marketing</a></li>
<li><a href="This%20is%20also%20known%20as%20the%20SoLoMo,%20or%20social-local-mobile%20nexus.%20" target="_blank">Shows how location is extending beyond the smartphone</a></li>
<li><a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">Takes a look at key stats on the location-based services marketplace that indicate it's supremacy in mobile marketing</a></li>
<li><a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">Explains how the most important techniques, such as geo-aware, geo-fenced, audience-based local-mobile campaigns, work</a></li>
<li><a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">Examines the cornerstones - such as data and audience building - to a successful location-based mobile strategy</a></li>
<li><a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">Looks at who has the valuable location-based data</a></li>
<li><a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">Analyzes the six most effective local-mobile marketing tactics</a></li>
</ul>
<a href="https://intelligence.businessinsider.com/mobile-location-based-services-for-marketers-2013-5?utm_source=House&amp;utm_medium=Edit&amp;utm_term=LB36&amp;utm_content=link&amp;utm_campaign=BIIMobile">To access BI Intelligence's full report on Social-Local-Mobile Marketing, please sign up for a free trial subscription here.</a>

Beyond Check Ins: How Social Media Apps Are Driving A Boom In Location-Based Data 

<div class="KonaFilter image-container float_right click-to-enlarge"><div class="image"><a title_source="SmartThings" title_caption="The new SmartThings iPhone app." class="zoomin" href="https://static-ssl.businessinsider.com/image/537cba98eab8eaa302dd357d-960/smartsetup-alerts.png"></a>SmartThingsThe new SmartThings iPhone app.</div></div>SmartThings, the company that lets you control household objects like lights and door locks over the internet, is making a bigger push to bring hardware companies and developers to its platform.
Today, the company announced several product manufacturers have formally joined the SmartThings ecosystem. There's also a new iPhone app launching later tonight that'll make it easier to control all the connected stuff in your home.
It's best to think of SmartThings as a platform to connect all the stuff in your home rather than a one-off product. To get started, you need to buy the SmartThings hub, a small gadget that looks kind of like a router and talks to web-connected devices designed to work with SmartThings. You then control everything using the SmartThings app or website. <a href="https://shop.smartthings.com/#/kits">Starter kits begin at $199</a>. 
There are already a bunch of SmartThings-compatible devices, and the company announced today formal partnerships with some app and hardware makers like the fitness tracker UP24 from Jawbone, lighting control company Leviton, and Life360, an app that helps you track family members.
The company also announced a formal app review process so developers can create new actions for SmartThings devices and publish them through the SmartThings app. It'll sort of be like the App Store on your iPhone, but for real objects in your home.
The SmartThings system is a lot different than Nest, which <a href="http://www.businessinsider.com/google-buying-nest-for-35-billion-2014-1">Google bought for $3.2 billion</a> and is perhaps the buzziest company in the connected home space. Nest makes its own connected devices like thermostats and smoke detectors, and it only allows third parties limited access to its platform. 
SmartThings' strategy is to allow any company that wants to build smart devices onto the platform and share the revenue. Today's announcement gives us a glimpse at how it plans to convince more manufacturers and app developers to get on board.
<div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image"><a title_source="SmartThings" title_caption="The SmartThings hub." class="zoomin" href="https://static-ssl.businessinsider.com/image/537cc33469bedd0e3c57d118-960/smartthings-hub-1.jpg"></a>SmartThingsThe SmartThings hub.</div></div></div>SmartThings hasn't said how many users it has, but it did tout a bunch of stats about its current customers along with today's announcement. The company says SmartThings users open the app an average of four times per day and now have an average of 10 connected devices in their homes, up from five a year ago.
SmartThings has raised over $15 million so far, <a href="http://www.businessinsider.com/smartthings-raises-12-million-2013-11">which includes a $12.5 million round last fall</a>.

This Startup Has A Plan To Control Everything In Your Home Over The Internet

<div class="KonaFilter image-container float_right click-to-enlarge" style="width:400px"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="http://static1.businessinsider.com/image/527bf73cecad04342cdf1732-960/share%20of%20geofence.png"></a>BII</div></div>Location-based marketing blurs the line between the digital and physical world. To drive foot traffic and sales at bricks-and-mortar stores, marketers target shoppers on their devices.
Geoaudience profiling, geoconquesting, and hyper-local in-store campaigns are three top strategies now being used to segment audiences and target consumers based on location.
In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">new report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we take an in-depth look at each of these location-based marketing strategies, and explain how they're being used. These <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">strategies rely on apps and location-based services, or LBS</a>. Many LBS are motivating consumers to enrich basic location data with additional information, including store reviews, as well as location-linked purchase history and tastes and preferences.
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Access The Full Report And All Our Local-Mobile Data By Signing Up For A Free Trial Today&gt;&gt;</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Here are some of the report's key findings:</a>
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners say they use mobile location-based services</a>. That percentage is flat compared to last year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé</a>. The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of last year to 12% this year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Research increasingly supports the notion that local apps and advertising leads to in-store purchases.</a> Mobile-local campaigns allow marketers to nudge customers down the purchase funnel, and "close the loop," with in-store foot traffic and purchases.</li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">In full, the report:</a>
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends toward hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a> </li>
</ul>
<div class="KonaFilter image-container click-to-enlarge"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="http://static1.businessinsider.com/image/52718af4ecad04a67096e32e-960/share%20of%20clicks%20on%20geo-fenced%20campaigns.png"></a>BII</div></div>

These Are The Three Local-Mobile Marketing Strategies That Are Really Taking Off

<div class="KonaFilter image-container float_right click-to-enlarge" style="width:400px"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="http://static1.businessinsider.com/image/52718af4ecad04a67096e32e-960/share%20of%20clicks%20on%20geo-fenced%20campaigns.png"></a>BII</div></div>Location-based marketing blurs the line between the digital and physical world. To drive foot traffic and sales at bricks-and-mortar stores, marketers target shoppers on their devices.
To do that though, marketers need to effectively identify and utilize consumers' locations. New services are giving people a much better incentive to share where they are, while new technologies are emerging to make location-based marketing a more exact science. 
In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">new report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we look at the three of the primary types of location-based marketing approaches: <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">geofencing, geoconquesting, and geoaudiencing</a>, each of which uses location somewhat differently. We also look at some <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">the latest and most effective location-based apps that are giving consumers' good reason to share their location</a>.
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Access The Full Report And All Our Local-Mobile Data By Signing Up For A Free Trial Today&gt;&gt;</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Here are some of the report's key findings on how the entire local-mobile landscape has shifted:</a>
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners say they use mobile location-based services. </a>That percentage is flat compared to last year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of last year to 12% this year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Research increasingly supports the notion that local apps and advertising leads to in-store purchases.</a> Mobile-local campaigns allow marketers to nudge customers down the purchase funnel, and "close the loop," with in-store foot traffic and purchases.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">In full, the report:</a>
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MLB2&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends toward hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a> </li>
</ul>

Local-Mobile Marketing Is Helping Retailers Drive Foot Traffic And Sales At Bricks-And-Mortar Stores

<div class="KonaFilter image-container float_right" style="width:400px"><div class="image">BII</div></div>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.
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 <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">recent report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> 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.
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">And location-based marketing isn't just about beacons. </a>The report looks at three of the primary types of location-based marketing techniques - <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">geofencing, geoconquesting, and geoaudiencing</a>, 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. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">The report identifies some the latest and most effective location-based apps that are giving consumers' reasons to share their locations.</a> 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. 
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Here are some of the report's key findings on how the entire local-mobile landscape has shifted:</a>
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Seventy-four percent of U.S. smartphone owners say they use mobile location-based services. </a>That percentage is flat compared to last year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of last year to 12% this year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">Research increasingly supports the notion that local apps and advertising leads to in-store purchases.</a> Mobile-local campaigns allow marketers to nudge customers down the purchase funnel, and "close the loop," with in-store foot traffic and purchases.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-2&amp;utm_content=link&amp;utm_campaign=BIIMobile">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
</ul>
<div class="KonaFilter image-container"><div class="image">BII</div></div>

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

<div class="KonaFilter image-container float_right click-to-enlarge" style="width:400px"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/52718af4ecad04a67096e32e-960/share%20of%20clicks%20on%20geo-fenced%20campaigns.png"></a>BII</div></div>Smartphones have created a canvas for businesses to develop services that try to improve consumers' lives, wherever they are. Now these services have also created an enormous opportunity for marketers, as they use location data and behavioral info, fed through the smartphone, to target consumers in the moment.
Techniques run the gamut - from serving geotargeted ads when someone enters a predetermined radius, to using new technologies like beacons, which send signals via Bluetooth to consumers' phones. These services provide everything from information on where to find a certain product in-store to frictionless checkout.
In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">recent report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we take an in-depth look at each of the most popular location-based marketing strategies and services, and explain how they're being used. 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. 
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
Here are some of the report's key findings on how the entire local-mobile landscape has shifted:
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners said they used mobile location-based services in 2013. </a>That percentage is flat compared to 2012.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of 2012 to 12% in 2013.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught.</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">A geoconquesting campaign is a specific type of geoproximity campaign</a> that uses location data to target potential customers when they walk into a competitor's store.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Geoaudiencing</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> uses layers of location data and data from complementary sources</a> (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.</li>
</ul>
In full, the report: 
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends like hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a></li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">For full access to all BI Intelligence's ongoing coverage of the mobile industry, sign up for a free trial.</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-5&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>

Local-Mobile Services Are Rewriting The Rules For Marketers

<div class="KonaFilter image-container float_right" style="width:400px"><div class="image">ReutersFoursquare CEO Dennis Crowley</div></div>Smartphones in the hands of so many on-the-go users have created a very enticing business proposition: provide mobile-local services and targeted marketing that pinpoints consumers based on exactly where they are, and what they're doing. Foursquare has built its entire business model on this idea, and CEO Dennis Crowley was <a href="http://techcrunch.com/2014/03/05/foursquare-revenues/" target="_blank">spotted</a> on CNBC this month saying the company's revenue growth was 600% in 2013. 
Techniques like geotargeting have become popular as a means of serving advertising, as have new technologies like beacons, which send signals via Bluetooth to consumers' phones. These services provide everything from information on where to find a certain product in-store to frictionless checkout.
The only problem is that a lot of people don't actually want to share where they are, and all these technologies depend on users' opting in. For local-mobile services to really succeed then, they must create a strong enough value proposition that convinces consumers to share their location. 
<div class="KonaFilter image-container float_right click-to-enlarge" style="width:400px"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/527bcce6ecad047154df1737-960/adults%20who%20use%20location%20features.png"></a>BII</div></div>In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">recent report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we take an in-depth look at each of the most popular location-based marketing strategies and services, and explain how they're being used. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"></a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The report identifies some the latest and most effective location-based apps that are giving consumers' reasons to share their locations.</a> 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. 
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
Here are some of the report's key findings on how the entire local-mobile landscape has shifted:
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners say they use mobile location-based services. </a>That percentage is flat compared to last year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of last year to 12% this year.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Research increasingly supports the notion that local apps and advertising leads to in-store purchases.</a> Mobile-local campaigns allow marketers to nudge customers down the purchase funnel, and "close the loop," with in-store foot traffic and purchases.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
</ul>
In full, the report: 
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-3&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends like hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a></li>
</ul>

Mobile-Location Services Won't Succeed Unless They Give Users A Good Reason To Opt In

<div class="KonaFilter image-container float_right click-to-enlarge"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/527bcce6ecad047154df1737-960/adults%20who%20use%20location%20features.png"></a>BII</div></div>Smartphones have changed what it means to reach people while they're out and about. Retailers and marketers no longer need to rely on billboards to advertise their nearby store, or hope that a customer heading out to run some errands remembers to grab the coupon that was sent a week ago. 
Now, businesses can target consumers based on what they're doing in the moment by using a variety of mobile-local services and marketing techniques. But being able to serve targeted messages and offers hinges on one important point - users must opt-in. This means marketers need to provide services good enough that consumers are willing to share their location. 
In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">recent report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we take an in-depth look at each of the most popular location-based marketing strategies and services, and explain how they're being used. 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. 
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
Here are some of the report's key findings on how the entire local-mobile landscape has shifted:
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners said they used mobile location-based services in 2013. </a>That percentage is flat compared to 2012.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of 2012 to 12% in 2013.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught.</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">A geoconquesting campaign is a specific type of geoproximity campaign</a> that uses location data to target potential customers when they walk into a competitor's store.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Geoaudiencing</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> uses layers of location data and data from complementary sources</a> (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.</li>
</ul>
In full, the report: 
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends like hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a></li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">For full access to all BI Intelligence's charts and analysis on the mobile industry - including downloadable Excel files - sign up for a free trial.</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-05-22-14&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>

Businesses Using Mobile-Local Marketing Techniques Need To Give People A Good Reason To Opt-In

<div class="KonaFilter image-container float_right click-to-enlarge"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/52727255ecad045e2c7d3d08-960/local%20intent.png"></a>BII</div></div>Smartphones have changed what it means to reach people while they're out and about. Retailers and marketers no longer need to rely on billboards to advertise their nearby store, or hope that a customer heading out to run some errands remembers to grab the coupon that was sent a week ago. 
Now, businesses can target consumers based on what they're doing in the moment by using a variety of mobile-local services and marketing techniques, including advertising in location-based apps and sending push notifications to customers within a certain radius of a store. This has completely changed what it means to reach consumers, as blanket marketing approaches give way to hyperlocal targeting on phones. 
In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">recent report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we take an in-depth look at each of the most popular location-based marketing strategies and services, and explain how they're being used. 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. 
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
Here are some of the report's key findings on how the entire local-mobile landscape has shifted:
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners said they used mobile location-based services in 2013. </a>That percentage is flat compared to 2012.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of 2012 to 12% in 2013.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught.</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">A geoconquesting campaign is a specific type of geoproximity campaign</a> that uses location data to target potential customers when they walk into a competitor's store.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Geoaudiencing</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> uses layers of location data and data from complementary sources</a> (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.</li>
</ul>
In full, the report: 
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends like hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a></li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">For full access to all BI Intelligence's charts and analysis on the mobile industry - including downloadable Excel files - sign up for a free trial.</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>

Mobile-Local Services And Marketing Are Bridging The Gap Between Online And Offline Retail

<div class="KonaFilter image-container float_right click-to-enlarge" style="width:400px"><div class="image"><a title_source="BII" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/527bf73cecad04342cdf1732-960/share%20of%20geofence.png"></a>BII</div></div>Facebook has introduced a new feature called "Nearby Friends," which will allow users to share their location with a group of friends they select.
While there are plenty of other user controls on the feature, <a href="http://techcrunch.com/2014/04/18/facebook-location-advertising/">eventually those who opt-in for Nearby Friends </a>will also see location-based advertising via the service. 
Given Facebook's massive audience, there are likely tons of marketers that would love to add a location-based component to their Facebook ads. If you own a bar and you can serve an ad promoting a happy hour special to someone who's walking by and who's liked your business, it could be a huge opportunity.
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">In a recent report from BI Intelligence, we take a look at why local-mobile marketing is so attractive to brands and what techniques they are using to serve location-based targeted messaging.</a> 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 is why Facebook's Nearby Friends service could be a big new source of revenue for the social network.
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
Here are some of the report's key findings:
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners said they used mobile location-based services in 2013. </a>That percentage is flat compared to 2012.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of 2012 to 12% in 2013.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught.</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">A geoconquesting campaign is a specific type of geoproximity campaign</a> that uses location data to target potential customers when they walk into a competitor's store.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Geoaudiencing</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> uses layers of location data and data from complementary sources</a> (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.</li>
</ul>
In full, the report: 
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends like hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a></li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">For full access to all BI Intelligence's ongoing coverage of the mobile industry, sign up for a free trial.</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-6&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>

Facebook's 'Nearby Friends' Feature Will Be A Major New Opportunity For Location-Based Marketing

<keyword id="1738613" type="UNKNOWN" weightage="60" keywordseo="Mobile-Insights">Mobile Insights</keyword> is a daily newsletter from <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> delivered first thing every morning exclusively to <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> subscribers. <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">Sign up for a free trial of BI Intelligence today</a>. 

Location-based social network and mobile app <keyword id="76575" type="COMPANY" weightage="60" keywordseo="Foursquare">Foursquare</keyword> couldn't quite pinpoint why its audience of 40 million users had dipped and why remaining users weren't as engaged. In general, the percentage of U.S. adults who reported <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11" target="_blank">using local social networks to "check in" had decreased</a> through 2013. 
<div class="KonaFilter image-container float_right" style="width:400px"><div class="image on-image">Foursquare</div></div>
This fall, Foursquare launched the most significant overhaul to its app in the history of the company, and this overhaul also proved to be its most crucial - Foursquare says that user engagement has jumped 60% and users are spending 30% more time within the app. 
According to Wired, Foursquare's own lead engineer Anoop Ranganath and data scientist Blake Shaw cracked the code to allow Foursquare to finally utilize a geofence. Meaning, whenever a Foursquare user enters the boundaries of a location that Foursquare tracks, the app could send that user a notification.
Early returns have been encouraging, as nearly 40% of the 1 million notifications Foursquare has sent have been opened. 
But now even after a bit of resurgence, it still enters a crowded app economy filled with similar apps looking to move beyond just targeted geofencing. Foursquare was once the bellwether social-local app. But in the future, Foursquare will have to move beyond check-ins and targeted geofencing. It may look to the models of apps like Waze and and Life360, which provide useful <keyword id="631848" type="UNKNOWN" weightage="60" keywordseo="Location-based-services">location-based services</keyword> that are highly conducive to social sharing. (<a href="http://www.wired.com/business/2013/12/the-brilliant-foursquare-hack/" target="_blank">Wired</a>)
In other news...
New data from StatCounter shows that mobile devices accounted for 21% of total global web browsing during November. This is the highest share that mobile web browsing has ever accounted for. (<a href="http://gigaom.com/2013/12/09/mobile-browsers-top-20-for-web-use-around-the-world/" target="_blank">GigaOm</a>)
There is a new mobile payments app for iPhone that facilitates peer-to-peer payments via Bitcoin. (<a href="http://www.bloomberg.com/news/2013-12-05/bitcoin-boom-spreads-to-iphones-with-mobile-payment-apps-tech.html" target="_blank">Bloomberg</a>)
The Linux Foundation, in conjunction with companies like Qualcomm, LG, Panasonic, Haier, Silicon Image and TP-LINK, has announced the formation of the AllSeen Alliance to help facilitate swift adoption of the Internet of Things. (<a href="http://www.theverge.com/2013/12/10/5194342/one-standard-to-sync-them-all-allseen-alliance-forms-to-accelerate" target="_blank">The Verge</a>)
Microsoft has officially released a proprietary social networking app for its existing desktop social network, Socl, across all Windows Phone 8 devices. (<a href="http://wmpoweruser.com/microsoft-research-releases-socl-app-for-windows-phone-8-devices/" target="_blank">WMPoweruser</a>)
According to mobile analytics firm Mixpanel, global adoption of the iPhone 5S has reached 10% worldwide, and is outpacing adoption of the cheaper iPhone 5C by an almost 4-to-1 ratio. (<a href="http://techcrunch.com/2013/12/09/iphone-5s-5c-adoption/" target="_blank">TechCrunch</a>)
According to an article from the Wall Street Journal, the Future Privacy Forum claims nearly 1,000 retailers in the U.S. have equipped their shops with sensors along the aisles in an attempt to monitor and quantify the behavior of shoppers. (<a href="http://online.wsj.com/news/article_email/SB10001424052702303332904579230401030827722-lMyQjAxMTAzMDAwODEwNDgyWj" target="_blank">Wall Street Journal</a>)
What you may have missed this week on BI Intelligence…
<a href="https://intelligence.businessinsider.com/video-blodgets-future-of-digital-2013-2013-12" target="_blank">VIDEO EXCLUSIVE - Henry Blodget Presents 'The Future Of Digital: 2013' Slide Deck</a>
<a href="https://intelligence.businessinsider.com/people-who-use-several-devices-to-shop-spend-more-than-those-who-shop-only-in-stores-2013-12" target="_blank">People Who Use Several Devices To Shop Spend More Than Those Who Shop Only In Stores</a>
<a href="https://intelligence.businessinsider.com/nearly-one-third-of-consumers-watched-something-on-tv-because-it-was-trending-on-social-media-2013-12" target="_blank">Nearly One-Third Of Consumers Watched Something On TV Because It Was Trending On Social Media</a>

Foursquare Reemerges As An App To Be Reckoned With

<div class="KonaFilter image-container float_right" style="width:400px"><div class="image">BII</div></div>Marketing is in the throes of an industry-wide shift toward highly personalized campaigns that seek to target the right consumer, at the right time, in the right place. Without local data, it's impossible to target users near the retail location where they'll make the final purchase decision.
Techniques like geotargeting have become popular as a means of serving advertising, as have new technologies like beacons, which send signals via Bluetooth to consumers' phones. These services provide everything from information on where to find a certain product in-store to frictionless checkout.
In a <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">recent report</a> from <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">BI Intelligence</a>, we take an in-depth look at each of the most popular location-based marketing strategies and services, and explain how they're being used. 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. 
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Access The Full Report On Location-Based Marketing By Signing Up For A Free Trial Today&gt;&gt;</a>
Here are some of the report's key findings on how the entire local-mobile landscape has shifted:
<ul>
<li>Location-based services enjoy widespread acceptance, but adoption isn't growing. <a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Seventy-four percent of U.S. smartphone owners said they used mobile location-based services in 2013. </a>That percentage is flat compared to 2012.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Check-ins are becoming passé.</a> The percentage of U.S. adults who reported using local-social networks to "check in," decreased from 18% in February of 2012 to 12% in 2013.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Apps like Life360 and Waze prosper because consumers feel like they're getting great value</a> out of sharing not just their location, but other information too.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">G</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">eoaudience profiling, geoconquesting, and hyper-local in-store campaigns</a> are three primary strategies used to segment audiences and target consumers based on location.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught.</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">A geoconquesting campaign is a specific type of geoproximity campaign</a> that uses location data to target potential customers when they walk into a competitor's store.</li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Geoaudiencing</a><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> uses layers of location data and data from complementary sources</a> (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.</li>
</ul>
In full, the report: 
<ul>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Examines how location-based services have changed now that the check in is on the way out.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Considers those apps that have done the best job offering a service to consumers and getting them to voluntarily share their information.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Puts location-based services in the context of mobile in-store shopping among consumers.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Unpacks the three main campaigns associated with mobile-location marketing.</a></li>
<li><a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">Looks forward to emergent trends like hyper-local targeting, in which retailers use Bluetooth technology and mobile payments in stores.</a></li>
</ul>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');">For full access to all BI Intelligence's ongoing coverage of the mobile industry, sign up for a free trial.</a>
<a href="https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-consumers-2013-11?utm_source=House&amp;utm_medium=Edit&amp;utm_term=M-LCTN-BSD-MRKTNG-4&amp;utm_content=link&amp;utm_campaign=BIIMobile" onclick="this.href = this.href + '-' + window.location.search.substr(1).replace(/\&amp;|\=/g, '-');"> </a>

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