Gartner Research

Using Mobile Geoconquesting to Steal Customers From Competitors

Published: 07 July 2015

ID: G00278576

Analyst(s): Jim Hare

Summary

Mobile geoconquesting is a marketing tactic using hypertargeted location-based mobile messages to direct consumers toward a specific business when physically near a competitor's location. IT leaders supporting marketing in consumer industries should understand the impact of these solutions.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Mobile geoconquesting is an emerging marketing tactic that IT leaders can develop with marketers to help steal customers from competitors
  • Location accuracy is key to tracking the consumer path and helping marketers understand consumer interests and store visits and to attribute an ad to a purchase
    • Location-Enabled Mobile Apps
    • Audience Profiles
    • Attribution Analytics
  • Fear of privacy invasion will be one of the biggest business barriers to adopting location-based mobile marketing, and IT leaders will be tasked to make privacy boundaries a top concern
    • Privacy Considerations

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