MMC News

Marketing in the Ten-Mile Range

According to new research, two thirds of shoppers are using local search at least three to four times a week to check store information.  The importance of this to marketers is that 56 percent of shoppers said they would stay within a 10 minute radius when venturing out.

Geoaware and geofencing are the most successful location-based approaches and result in the highest customer click through rates. According to

  • Geoaware marketing uses real-time location data collected from customers’ mobile devices to deliver targeted messages based on proximity to a particular location or business.
  • Geofencing uses similar data to tailor specific marketing for individual customers based on proximity to a location or business they have regularly frequented.

Who’s benefiting most from local, location-based marketing? Retail, travel and restaurant businesses.

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