IOT News Roundup

IT pros worry about data privacy; Miracle-Gro releases app for Connected Yard; NFC Forum publishes new IoT-related specifications; companies show strong interest in location-based marketing; health-monitoring device usage expected to triple by 2020.
By Claire Swedberg

New Report Shows Strong Interest in Location-based Marketing

A newly released report from the Location Based Marketing Association identifies how 253 marketers, such as Coca-Cola, Mondelez International, BMW, Tesco, Starbucks and Starhub, are using location-based technology for marketing, as well as what investments these companies are making in such technology and what their future plans are.

The online study was conducted by Fresh Intelligence in the United States, Canada, Germany, the United Kingdom and Singapore. It found that 75 percent of marketers believe location-based marketing is important, while only 65 percent think location-based technology is currently accurate. Growth in spending is planned in 2016 at a rate of 3 percent over last year. For the sector to meet its potential, the report's authors found, data from such systems would need to be verifiable, standardized and anonymous.

The survey also found that although real-time location system (RTLS) solutions—which can employ Bluetooth Low Energy (BLE) beacons, Near Field Communication (NFC), GPS and Wi-Fi technologies, either individually or in various combinations—is being used to target consumers with offers to drive sales, 66 percent of global marketers plan to use RTLS technology in non-marketing areas of their operations, such as providing customer service or public safety.

BLE beacons, as well as NFC, GPS and Wi-Fi technologies, are all expected to have significant growth. The study found that 63 percent of marketers plan to invest in Wi-Fi-based location technologies, and 57 percent plan to invest in GPS, while 46 percent indicated they are purchasing NFC-based location systems this year and 41 percent are purchasing beacons.

The greatest interest was in social location services, with 48 percent of responders saying they're interested in using social apps and location technologies to drive customers in-store. Location-based advertising and the Internet of Things follow in second and third places, at 43 percent and 36 percent, respectively.

The full report can be purchased at the association's website.

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