Execs Look to Mobile-Focused Technology to Create More Effective Campaigns - eMarketer
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Execs Look to Mobile-Focused Technology to Create More Effective Campaigns

Interest and spending on location-based targeting is playing a more important role

Marketing technology is slowly working its way onto the agendas of local marketing executives. According to a survey of "national-to-local" advertisers by Street Fight—referring to big national brands that are focusing on local-level campaigns—many are investigating how mobile-focused marketing technology tools can help create more effective and engaging campaigns.

Technologies that US National-to-Local Marketing* Decision-Makers Are Interested in Exploring, Feb 2016 (% of respondents)

When asked about the technologies they were interested in exploring, 41% of US national-to-local marketing decision makers said they were interested in exploring mobile push offerings. Nearly a third mentioned real-time location data.

National-to-local advertisers' interest in mobile push is not surprising given previous reports of its ability to retain mobile users. Research on mobile app retention rates by mobile marketing automation firm Kahuna found that those who opted to receive push notifications were much more likely than those who did not receive such notifications to continue using the app over the 30-, 60-, and 90-day periods studied.

Average Mobile App Retention Rates over the First 30, 60 and 90 Days of Use for Mobile App Users Worldwide that Received vs. Did Not Receive Push Notifications, Q3 2015

On a similar note, interest and spending on location-based targeting is playing a more important role in mobile marketing campaigns, particularly for in-app advertising.

A separate study from Juniper Research predicted that mobile in-app spending using context or location-based targeted would increase from $13 billion in 2015 to $44 billion by 2020.

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