Almost every second marketing manager relies on location-based marketing
91 percent of German marketing managers view location-based marketing as a bridge between online and offline consumer behavior. 43 percent of respondents are currently running such campaigns, and 24 percent plan to do so within the next 12 months.
Every second marketing manager (48%) has already analyzed the specific effects of mobile campaigns on consumer behaviour in the real world, such as store visits. In addition to analyzing the success of mobile campaigns, location data also plays a particularly important role in the precise selection of target groups. 42% of those surveyed believe that location-based targeting makes a particularly valuable contribution to digital marketing. These are the results of a survey conducted by GroundTruth among 120 German marketing managers.
More than 90 percent of retail sales are generated offline, according to figures from the Federal Statistical Office and the German Retail Association. At the same time, according to Bitkom, there are 54 million smartphone users in Germany. "For retailers, access to consumers is literally at their fingertips," says Johannes Paysen, Country Manager of GroundTruth. "Mobile campaigns that generate strong relevance through the current location and the associated appropriate message are an effective means of directing people into brick-and-mortar stores. Location data is the key here, as it can be used to create target groups that show an interest in certain products based on their behavior in the real world. These target groups can then be addressed based on their location and, finally, location data can provide information on how many consumers have actually come through the store door following contact with a mobile campaign."
A Timberland campaign, for example, shows just how successful location-based, mobile advertising can be, bringing six percent more customers into corresponding shoe stores. McDonald's also relies on location-based marketing. The restaurant chain gained 1.3 million more customers thanks to a sophisticated mobile campaign that relied on location data for everything from target group identification and playout to measuring success.
About the study
On behalf of GroundTruth, Research Now surveyed 120 marketing managers in Germany in May 2018. Among other things, they were asked about their marketing goals for 2018 and the importance of location-based marketing.
