Title: Location-based Marketing: A field study by PFH Göttingen in cooperation with DB Rent GmbH and StadtRAD-Hamburg users
Authors: Hans-Christian Riekhof, Stefan Brinkhoff, Sebastian Röske
Relevance: the new magic word in marketing? This impression can at least be gained by those who follow current discussions in the marketing world. Rightly so?
Massive shifts in the distribution of media budgets have been recorded for years. The traditional media such as TV and print are still the losers, even though they of course still account for very large shares of media expenditure. Online has so far been the big winner, but will it stay that way? It is already becoming apparent that the prospects for Mobile are currently seen as very positive.
How does relevance come into play here? Not only our own empirical studies show that the relevance of marketing messages (measured for example by interest in the content) is greater when they are sent to the smartphone near the place to be advertised. In other words: Location-based marketing generates empirically verifiable relevance of the messages. This is also proven by the present study with over 700 participants, which was carried out together with DB Rent GmbH and StadtRAD Hamburg.
