Opus Research Report Predicts Market for Emerging Indoor Location and Place-Based Marketing to Surpass $10 Billion by 2018

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Indoor location technologies will change the way that retailers, venue owners, manufacturers and brands think about operations, place-based marketing and the customer experience.

By Opus Research

The data being collected about consumer behavior in stores is invaluable and will help improve retail operations and the in-store customer experience overall.

A new report from Opus Research, entitled “Mapping the Indoor Marketing Opportunity,” provides a comprehensive analysis of the emerging indoor location and marketing landscape, which the firm estimates will be worth more than $10 billion by 2018. The first of several reports about indoor location, the industry paper offers a holistic yet accessible look at the market drivers, companies and use cases for indoor location.

The report explains the indoor location infrastructure and the range of technologies now being deployed, including Wi-Fi, iBeacons, sensors, magnetic fields and others. However, it moves beyond this technical discussion to focus on the broader opportunity and real-world implications of indoor location and in-store analytics for merchants, consumers, brands and digital marketing broadly.

“The ability to capture and utilize data about the offline impact of online marketing is going to have a dramatic effect on the entire market,” said Opus Research Senior Analyst Greg Sterling, the primary author of the report. “In addition, the information being collected about consumer behavior in stores is invaluable and will help improve retail operations and the in-store customer experiences overall.”

Among other topics the report tackles consumer privacy issues head on. It also includes proprietary survey data about consumer attitudes and behavior regarding indoor and in-store smartphone usage.

“Mapping the Indoor Marketing Opportunity” tracks indoor location, offline analytics and related proximity or place-based marketing. The report discusses their impact on four primary areas of spending: :

  •     Hardware/IT spending, services and software licensing (SaaS)
  •     Coupon distribution
  •     In-store merchandising and shopper marketing
  •     Geo-fenced or hyper-local mobile advertising

“Mapping the Indoor Marketing Opportunity” is the single, best document to orient and educate marketers, merchants, agencies and brands about the tremendous opportunity of indoor location and marketing. To learn more about the report, please contact: Derek Top, Research Director, Opus Research ([email protected]).

The report is a follow up to Opus Research’s inaugural Place Conference, the first event devoted to indoor marketing, hosted last October in San Francisco. Place 2014 will happen in New York in June.

About Opus Research
Opus Research is the leading IT industry analyst firm focused on place-based marketing and advertising, online-to-offline analytics, and associated consumer behavior. Opus Research also covers “conversational commerce,” the merging of automated speech processing technologies, contact center automation, enterprise collaboration and mobile commerce. http://www.opusresearch.net

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Derek Top
since: 05/2009
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