Adding Context to Location Leads to Higher Conversions

73% of mobile searches result in actions or conversions and over half of those happen within an hour. These are key statisitics that local marketers need to keep front and center. Mobile devices offer marketers an incredible channel to potential customers, but Deborah Lance believes it’s critically important that campaigns don’t simply use location as the trigger for an offer:
“Bringing context to location based on user profiles, also enables advertisers to begin predicting what consumers are doing, or intend to do. For example, on each of my recent trips to New York City, I’ve taken the train from Grand Central Station to Darien, CT after spending a day in the city. A savvy marketer who predicted this trip and sponsored a text about the time and track of the next train as I approached the station would have earned a huge amount of goodwill from me. It’s all about delivering the right information to the right person at the right time.”
It is anticipated that location-targeted ad revenues will grow from $2.9 billion in 2013 to $10.8 billion in 2017, so it’s worth spending time getting the local aspects of your marketing campaigns right.
More here.