NAVTEQ Location-Based Marketing Campaign Sees Impressive Results

NAVTEQ‘s recently launched location based marketing platform “LocationPoint” was employed in a campaign for more than a dozen O2 concert venues in the United Kingdom. Early campaign results are impressive, with the initial click through rate of 20% and an additional 40% of consumers visiting the attached mobile website. The campaign even netted a 16% conversion rate in which consumers requested a map orienting or directing them to the convert venue.

The campaign itself delivered location-aware ads to smartphone users as they approached a O2 concert venue. The technology was limited to Nokia smartphones, which enjoy a wider consumer base in the U.K., but would be a hindrance to US consumers. The campaign itself shows how powerful location based marketing can be. This strategy was also different from other location based services, such as Foursquare or Facebook Places, because it initiated the conversation through a mobile ad instead of waiting for the user to search for them.

For more information on the campaign, visit NAVTEQ’s case study page.