Category: Creative work | 03rd Jun 2009

Marketing experts are being advised to target users of location-based services (LBS) - applications developed for wireless devices that use GPS, Wi-Fi or cellular radio signals.

Those who use these applications, which include offerings such as weather and navigation services, are valuable customers for creative marketing, suggests Andy deGaravilla of Compete.

He expects marketers, device manufacturers, mobile phone operators and application providers to come up with new developments and uses for the technology in the coming months.

LBS allows consumers to get information based on where they are at the time, with figures from Compete showing that one in three smartphone owners use LBS at least once a month and many adding that they would be interested in getting local alerts and special offers from nearby stores.

"This presents an opportunity for advertisers to reap the rewards by serving up compelling and relevant ads that will likely see higher clickthrough rates and subsequent engagement," Mr deGaravilla stated.

Return on investment from this real-time marketing would also be easier to measure as the results are trackable to a specific customer interaction, he added.

Earlier this year, Mr deGaravilla highlighted the importance of having an effective online marketing strategy, pointing out that the majority of those who made a wireless purchase carried out online research beforehand.

HS&P's creative team is led by Andy Barwood, Paul Zeidler and Lindsay Jones. Award-winning, integrated creatives, working with strong online and offline production teams to deliver their ideas.

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