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    "result": {"data":{"contentfulComposePage":{"title":"How Shopping Malls Can Use Location-Based Marketing to Increase Reach & Revenue","seo":{"title":"Location-Based Marketing Malls | Mappedin","description":"Your guide to location-based marketing for malls and retail. What is it, what are the advantages, how is it implemented, and how Mappedin can help. "},"content":{"author":"Michael Law","publishDate":"May 11, 2022","updatedAt":"May 11, 2022","content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Shopping Malls Can Use Location-Based Marketing to Increase Reach & Revenue\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-1\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your guide to location-based marketing for malls. What is it, how does it work, getting started with this strategy, and how Mappedin can help.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is Location-Based Marketing?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-based marketing (or proximity marketing) is a tactic that utilizes a person’s physical location to target them with personalized messages. Using past and real-time location data, marketing teams can reach consumers based on qualifiers such as proximity to a store, events happening within their area, and more. An example of a common location-based marketing strategy is sending real-time mobile notifications (e.g. a personalized offer) to visitors through an app or mobile service when they are within a certain distance of the store (this is also commonly known as a geofence).\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"7GXnwV4uV089AKJDBlEEAo\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Does Location-Based Marketing Work for Shopping Malls?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping malls can use available indoor positioning including beacon technology, wi-fi, RFID, and geomagnetic, to understand this real-time position as people navigate the indoors. There are two key requirements to have a functional and successful location-based marketing strategy. The first is an understanding of a user’s current location through positioning layered with a digital venue map, and the second is that users must opt-in to receive notifications and have location services enabled before businesses can send promotional alerts and messages.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why Location-based Marketing Is Important for Retail?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-based marketing is being used effectively as a powerful strategy for retail marketing teams to increase user engagement and customer retention through discovery and brand awareness campaigns. Driving relevant and timely location-based campaigns allows businesses to capitalize on the current buying stage of their target audiences. Businesses in the retail sector are constantly looking for an advantage over their competitors and are finding ways to send personalized offers and content to \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/indoor-mapping/7-ways-digital-wayfinding-can-improve-the-customer-experience\"},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"underline\"}],\"value\":\"improve the customer experience\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\".\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"1AkMwkG19zFe7OIeUoAle2\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why Shopping Malls Should Use Location-Based Marketing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Improve revenue with relevant location-based messaging. Generic messaging can be a turn-off if it is irrelevant to a customer. Personalized location-based messaging can not only hyper-target a segment or demographic, but it can also convert on customer needs to make a sale. For example, retailers can provide scannable QR codes or discount codes to nearby customers that are an additional incentive to purchase and drive loyalty.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping malls have tremendous amounts of foot traffic, often following predictable patterns around holidays, weekends, or special events. Location-based marketing can help to increase foot traffic for retailers inside malls during hours of less traffic by informing visitors nearby with targeted offers, special offers, or personalized messaging.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retailers often use location-based marketing to create a better user experience by targeting customers when they are likely to purchase or require products and services. Campaign timing and distribution both play a vital role in only serving relevant messages and notifications at a time when it is most impactful.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Advantages of Location-Based Marketing for Shopping Malls\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are many advantages of using location-based marketing for shopping malls. Mall operators and marketers who use a location-based marketing strategy have shown that it positively impacts their business. In a survey done by Statista, 89% of marketers say the top advantage of using location-based marketing is sales. For many shopping malls and brick-and-mortar retailers, competing with online retailers is a reality and any advantage to capture sales from visitors is beneficial.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In a shopping mall, retailers can use proximity marketing to notify nearby shoppers about in-store events or promotional deals. Another strategy that retailers can deploy is to target shoppers who are browsing a competitor’s store. A sports apparel store, for instance, can send an alert to those who enter a competitor’s store on the other side of the mall to let them know there is a 20% discount campaign that is currently available to them.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Creating a cross-channel experience will create a more coherent customer journey. Proximity marketing has been proven to create a real-time connection distributed through cross-channel experiences. With the correct timing and setup, campaigns can be delivered to your customers that allow them to interact at the right time. By better understanding the customer journey, retailers can connect the online and offline behaviours to understand purchase patterns and attribution measurement.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Shopping Malls Can Effectively Use Location-Based Marketing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping mall operators can effectively use location-based marketing by choosing strategies that make sense to the types of customers and retailers they have.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"According to research by The Next Web, 42% of consumers feel that mobile marketing messages targeted toward them are not relevant enough. Greater efforts should be made to understand consumer behaviour to ensure that relevant messages are being delivered when they are within a defined geofence.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/use-cases/retail/indoor-maps-uses-cases-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"underline\"}],\"value\":\"Digital maps are now commonplace in shopping malls\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" and can often be found on digital directory signage, the mall’s website, or shopper mobile applications. While these mapping solutions provide shoppers with easy-to-use A to B wayfinding. Paired with blue dot navigation and proximity marketing, it takes the customer experience to the next level.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Knowing where your customer base is shopping indoors can have major benefits. It allows mall managers and retailers to engage with customers through a variety of digital marketing channels that serve store-related content based on consumer offers. In addition, social media stories are an excellent and cost-effective way to promote brands, event updates, and real-time or limited-time offers. Marketing teams who monitor mentions through a social media feed can also provide customer service and respond to feedback quickly.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"3fdgz2NETz4Gcs0EXqN3It\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How to Launch a Location-Based Marketing Campaign for Shopping Malls\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are several ways shopping mall retailers can launch a location-based marketing campaign. Here are just a few examples.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Keep up with consumers. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Customers are constantly moving and catching them at the right moment is challenging. Location-based marketing can be used to connect with customers who want to receive real-time push notifications, alerts, and emails. Also, it allows them to verify that they are in-store and claim offers as a user begins shopping as they enter a retail store. Later in the journey, retailers can run retargeting campaigns to close the customized experience loop.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Hyperlocal marketing. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"When your target audience enters a very limited geographic area, trigger messages that are extremely relevant. One area may have different demographics than another area of the same city or region. Customers appreciate extremely relevant, targeted marketing messages, and special discounts.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Utilize smart spaces. \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"Beacons, wi-fi, and other indoor positioning technology platforms allow retailers and individuals to engage through interconnected networks. Being able to push relevant ads or offers for products while a customer is in-store is becoming more commonplace. Customers rarely go shopping without their mobile devices and when they receive relevant messages based on their interests, customer loyalty tends to increase and stay strong.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How to Choose the Best Location-Based Marketing System for Shopping Malls\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Many platforms provide location-based marketing for retailers in shopping malls. These platforms identify when a prospective or existing customer is within predefined proximity or geofence and triggers the delivery of personalized, contextual marketing content to their mobile device. To best determine which location-based marketing system can be used, retailers must find a product that:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Identifies a target audience (or potential customers) within specified geographic boundaries through the use of geofencing, wi-fi, beacons, or a similar geotargeting technology\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Provide a platform that includes communication tools to deliver scheduled, targeted, and automated messages based on their location\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Provide analytics or a dashboard to analyze proximity-based marketing campaign metrics and performance\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Allows customers to opt-in and out of marketing communications and updates distribution lists automatically for the Marketing team\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What Sets Mappedin Apart?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/industries/malls/\"},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"underline\"}],\"value\":\"Mappedin is trusted by major retail shopping centers\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" such as Simon, Tanger, and Hudson Yards, which are leading the way by increasing customer engagement and customer satisfaction using digital directories, indoor mapping, wayfinding, and analytics. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The Mappedin platform enables shopping mall operators to build fully customizable and editable digitized maps. To implement location-based marketing strategies, one of the first steps is to create a visualization of the retail space. By combining precise location data and a digital map, retailers can better understand foot traffic, how people move through a particular space, as well as how to use this information to improve the customer experience. We previously covered some \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/indoor-mapping/12-things-to-consider-when-choosing-an-indoor-mapping-provider\"},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"underline\"}],\"value\":\"key things to consider when choosing an indoor mapping provider\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\".\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are three key components required to build a proximity marketing experience: the advertising content, positioning, and the digital map. Mappedin’s \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/web-app/feature-101-blue-dot/\"},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"underline\"}],\"value\":\"blue dot navigation feature\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" takes care of the second piece for marketers hoping to target customers indoors.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"4Jh5QHY6jMToWGVtiC81au\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-Based Marketing for Shopping Malls FAQs\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"With almost a decade in the indoor mapping industry, Mappedin is the ideal partner for your digital wayfinding needs. We can help you develop dynamic, interactive experiences that delight your customers while building a digital indoor mapping foundation that can grow with your business. Here are some common questions that we receive from potential customers as we navigate through the retail landscape.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How to Leverage Location-Based Marketing?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping malls can leverage location-based marketing by analyzing data from a range of integrated digital tools to find insights into visitors and to offer them a personalized experience to their shopping behaviours. Some questions that could be answered:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What demographic are they?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"When do they visit?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What are their favourite stores to shop at?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Are they subscribed to your newsletter?\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Many marketing and retail leaders often find it challenging to leverage the right location-based marketing strategies. It is important to focus on a solution that:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Increases customer experience\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Stays relevant to your customers and is scalable over time\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Uses communication channels effectively, whether it is through social media, email, or mobile notifications\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Has mass appeal but can still focus on segments important to the retailers in your shopping mall \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Do You Market a Shopping Mall?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping mall marketing and operation managers face the daily challenge of traffic flow. Shopping malls are facing competition from other retail centers and online shopping and online delivery services. There is no single solution to improve traffic and involves several strategies to work together. Shopping malls must embrace marketing strategies to differentiate and optimize their space to be customer-centric and provide a level of customer service that a consumer cannot experience in the comfort of their living room.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Is Location-Based Marketing Implemented?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The location-based marketing for a shopping mall can is often created as part of an overall marketing plan that encompasses several tools and smaller strategies together. Part of it is to integrate a user engagement platform to segment users, create campaigns, and define geographic boundaries. Incorporating location-based marketing requires an investment in different technologies, from marketing expertise to indoor mapping and more. An indoor mapping provider is your best bet for optimal results. They’ll have the expertise necessary to create and automate your indoor maps, as well as integrate your existing software tools and APIs with their mapping solution.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Assess your needs as well as the needs of your customers. You’ll also want to think about the different wayfinding options that may be relevant to your business, from interactive help kiosks to QR code scanners to even SMS marketing. Technology such as blue dot wayfinding can be used in conjunction with other location-based technology to provide an enhanced shopping experience. Mall managers and retailers alike can review location insights and analytics to gain a better understanding of how visitors move through your property and ultimately improve the wayfinding and digital directory experience for visiting customers.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}","references":[{"contentful_id":"7GXnwV4uV089AKJDBlEEAo","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/7GXnwV4uV089AKJDBlEEAo/296e4a4a2be024eb0f29838f8bf50ef9/riding-escalator-multifloor-mall.jpg","contentType":"image/jpeg"}},{"contentful_id":"1AkMwkG19zFe7OIeUoAle2","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/1AkMwkG19zFe7OIeUoAle2/f51f338183a42756e8eef1540682fa1b/woman_holding_phone_with_digital_indoor_map_mappedin_blue_dot_positioning.jpg","contentType":"image/jpeg"}},{"contentful_id":"3fdgz2NETz4Gcs0EXqN3It","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/3fdgz2NETz4Gcs0EXqN3It/51a3a937a7e17f3856b888bc8749bd1e/Marina_Mall_Abu_Dhabi_Interactive_Map.png","contentType":"image/png"}},{"contentful_id":"4Jh5QHY6jMToWGVtiC81au","__typename":"ContentfulAsset","description":"","file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/4Jh5QHY6jMToWGVtiC81au/8ef35ac7be9470e0edd6e51289d39c0d/conestoga-4277.jpg","contentType":"image/jpeg"}}]},"image":{"file":{"url":"//images.ctfassets.net/wdjnw2prxlw8/7GXnwV4uV089AKJDBlEEAo/296e4a4a2be024eb0f29838f8bf50ef9/riding-escalator-multifloor-mall.jpg"}},"pdf":null,"relatedPosts":[{"title":"Location-Based Marketing: What is It? And Why Do You Need It?","slug":"location-based-marketing","content":{"__typename":"ContentfulBlogPost","author":"Cara Hueston","publishDate":"May 5, 2022","updatedAt":"May 11, 2022","tags":{"category":{"name":"Product","slug":"product"},"topic":{"name":"Positioning","slug":"positioning"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-Based Marketing: What is It? And Why Do You Need It?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-1\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Your guide to location-based marketing. What is it, how does it work, getting started with this strategy, and how Mappedin can help. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is Location-Based Marketing?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-based marketing is a tactic that utilizes a person’s physical location to target them with personalized messages. Using location data, marketing teams are able to reach consumers based on qualifiers such as proximity to a store, events happening within their area, and more.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"015N2uYwxXm1SxV1vS8iPy\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Does Location-Based Marketing Work?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In order to target a user based on their current location, businesses can tap into GPS for outdoor environments and \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/positioning/blue-dot-navigation\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"indoor positioning for buildings\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". There are a variety of technologies that can be used, including beacons, wi-fi, RFID, and geomagnetic, to understand this real-time position as people navigate the indoors.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are two key requirements in order to have a functional location-based marketing strategy. The first is an understanding of a user’s current location through positioning layered with a digital venue map, and the second is that users must opt-in to receive notifications before businesses can send promotional alerts and messages.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why Should You Use Location-Based Marketing?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-based marketing, also referred to as proximity marketing, is effective across customer lifecycles, from discovery and purchase, to engagement and retention, making it a powerful strategy for marketing teams. Whether your campaign goal is brand awareness or to drive purchases, location-based marketing allows businesses to capitalize on the current buying stage of their target audiences.    \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"6TxKWTfI1p7XINDE87cELw\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Advantages of Location-Based Marketing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Along with its unique targeting ability and the opportunity for impact throughout the buyer journey, location-based targeting has several other advantages to marketers. From location-based segmentation and attribution, to capitalizing on impulses with relevant content, it is worth exploring how this marketing strategy can improve the customer experience as well as customer loyalty. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-Based Segmentation\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"With location-based marketing, marketers have the ability to segment potential customers and send highly relevant and personalized offers and messages to those nearby.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In a\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.blog.udonis.co/mobile-marketing/location-based-mobile-marketing\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\" survey done by Statista\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", 89% of marketers say the top advantage of using location-based marketing is sales. Moreover, Businesswire’s report shows location-based advertising campaigns are twenty times more successful than those that are not location-specific.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"blockquote\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Convert Temptations into Sales\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Successful location-based marketing campaigns will capture customers when they are receptive and can transform impulses into sales. In a shopping mall, for example, retailers can use proximity marketing to notify nearby shoppers about in-store events or promotional deals. Another strategy that retailers can deploy is to target shoppers who are browsing a competitor’s store. A shoe store, for instance, could send an alert to those who enter the shoe store down the hall that lets them know they are running a 20% off campaign.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"2A6oj7y53wbOmFqoGEaeZ6\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-Based Attribution\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-based attribution helps marketers understand the effect of their strategies and the real-world impact they have on sales. Because consumers rarely move without their mobile devices, higher levels of attribution precision and overall location intelligence are possible. By better understanding the customer journey with a digital map, businesses are able to connect the online and offline behaviours to understand purchase patterns, customer journey mapping, and of course attribution measurement.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-Based Marketing: What Works and What Doesn't\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-based marketing is a great fit for any and all retailers, grocery stores, restaurants and any other physical location that people visit. While location-based marketing is a great fit for most, there are exceptions. Businesses that sell extremely common household products such as toothpaste or milk, for example, are not a great fit for proximity marketing. Industries that collect and process sensitive data are also likely to encounter challenges with this marketing tactic. Hospitals and healthcare facilities, for example, must follow strict regulations and codes of conduct.   \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Location-Based Marketing: Where it Works\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Any business with a physical location is the best fit for location-based marketing because of its ability to geofence and geotarget certain areas. Some of these industries include: \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Airports\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Retailers \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Stadiums\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Grocery stores\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping malls \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"College and university campuses  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"f0sGtAfPfIVOgd1Bv71ry\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Types of Location-Based Marketing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.forbes.com/sites/forbestechcouncil/2019/06/27/getting-started-with-location-based-marketing/?sh=428e995657ba\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"three main components\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" of location-based marketing are geofencing, geotargeting and geo-conquesting.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Geofencing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Geofencing refers to drawing an area around a location, or locations, where an audience visits in order to serve them real-time ads and content. One way to determine this area is to draw a radius around a point of interest, the assumption being that when mobile device users enter this circle, they are visiting the nearest location. A more accurate approach is to use polygons, which include irregular shapes, and allow businesses to draw precise, virtual perimeters around the physical structure of the point of interest.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Geotargeting\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Once the geofence has been established, geotargeting is the process of creating audiences based on their current or historical visits to real-world locations. Using these audiences, marketers can deliver ads and content that are relevant to this geographic data. Those who frequent bookstores, for example, might be placed into an audience for a reading campaign.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Geo-Conquesting\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The shoe store example above is a display of geo-conquesting. The goal of this tactic is to convert a competitor’s customers into your own. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Geo-conquesting is when marketers create audiences from visitors of competitive locations with the purpose of converting those customers into their own. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"blockquote\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Trends in Location-Based Marketing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As more and more companies invest in proximity marketing, several trends have emerged.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Hyperlocal Content \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Businesses are investing more time breaking down and understanding their target audiences and potential customers in order to provide hyper localized and relevant content. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Mobile App Content\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Over the past several years, companies have begun localizing their mobile app content in an effort to further personalize the experience. Not only does this tactic provide a positive user experience, but businesses are able to collect valuable data on mobile app users to further segment them. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Smart Building Integrations \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/use-cases/offices/your-guide-to-smart-buildings/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Smart buildings\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" are physical environments that allow people to interact with interconnected networks and technologies. As businesses and individuals alike continue to adopt smart devices, there will be more ways to incorporate location-based messages and alerts.        \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"1274T3G8chwAKfVChXKUWE\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How to Choose the Best Location-Based Marketing System\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are a variety of software companies that offer or facilitate proximity messaging and choosing the right one for your business is no easy task. Here are some things to consider when evaluating providers: \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Experience\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Scalability\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Cost\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Support\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Features\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mobility\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Reporting \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"APIs and data syncs\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Getting Started with Location-Based Marketing\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As marketing teams prepare to test proximity marketing tactics, they can easily begin with simple geotargeting tools provided by tech giants such as Google and Facebook. These solutions make the process fairly simple and will deliver ads in real-time to audiences visiting certain locations or geographic areas. As business needs grow and become more sophisticated, marketing teams should consider software tools that allow for more customization when creating geotargeted audiences, the ability to create audiences from historical visitation, such as visitors to their own locations or competitors’ locations, and more options for delivering those campaigns across the digital ecosystem.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Where Does Mappedin Come In?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The Mappedin platform enables venues to build editable, digitized maps for any use case. Remember earlier when we talked about geofencing? In order to draw the radius or polygon around your target area, you will require a visualization of your venue – whether a shopping mall, stadium, airport, or campus. Heat mapping is one result of combining a digital map with precise location data and through this visual, businesses can better understand foot traffic, how people move through a particular space, as well as where and how to target them. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The most fundamental element of location-based marketing is location data. Without this, businesses can not accurately target their potential customers. A digital map allows you to visualize where people are in relation to your target area. The map is a foundational layer to enable heightened visual and location-based experiences. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"1zXfK7TIWbvFSo4xB78zCS\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"For a successful proximity marketing campaign, there are three key implementations: the advertising content, positioning, and the digital map. Mappedin’s \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/web-app/feature-101-blue-dot/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"blue dot navigation feature\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" takes care of the second piece for marketers hoping to target customers indoors. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Let’s use an example. Shoppers can use Mappedin’s \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/industries/malls/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"mapping solutions for malls\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" to search the mall for retailers and services and populate accurate turn-by-turn directions to the destination of their choosing, directly from their mobile device. With blue dot enabled, shoppers can see their precise real-time location as they navigate. Not only is this an improved user experience for shoppers, but businesses can use this location data to serve relevant content to shoppers in the mall. A seamless experience may even have the notification appear \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[{\"type\":\"italic\"}],\"value\":\"within\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" the digital map so that shoppers hoping to take advantage of the offer can simply click the alert and generate easy-to-follow directions. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"To learn more about how Mappedin can enable powerful location-based experiences, let’s \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/positioning/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"get in touch\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/015N2uYwxXm1SxV1vS8iPy/4fb5a1229c32a3c2ea4c032097b18992/woman_in_white_sweater_holding_mobile_phone.jpg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}},{"title":"Blue Dot Navigation For Shopping Malls","slug":"blue-dot-navigation/malls","content":{"__typename":"ContentfulBlogPost","author":"Cara Hueston","publishDate":"Mar 16, 2022","updatedAt":"May 16, 2022","tags":{"category":{"name":"Use Cases","slug":"use-cases"},"topic":{"name":"Retail","slug":"retail"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin is the leading provider of indoor mapping experiences for shopping malls around the world. Our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/industries/malls/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"software for shopping malls\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" provide Mappedin customers with real-time map management and intuitive wayfinding for shoppers. Blue dot is a navigational tool that takes this experience a step further.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Blue Dot Navigation For Shopping Malls\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-1\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What is Blue Dot Navigation?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Blue dot navigation refers to the blue circle seen on popular navigation apps such as Google and Apple Maps, which represents your location within a space. As you move, the blue dot updates to reflect your current location. Real-time navigation updates are the difference between blue dot and other types of digital wayfinding. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"6iQ9orvWkxDRCKKiOkoJH3\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Indoor Positioning System (IPS)\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Indoor positioning systems (IPS) are required to enable \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/positioning/blue-dot-navigation\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"blue dot navigation for buildings\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". IPS is a network of digital devices used to locate people or objects, particularly across indoor buildings where GPS signals cannot penetrate. Blue dot requires indoor positioning technology in order to understand a user’s latitude and longitude and display their location within the context of a digital map. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why Use Blue Dot Navigation For Shopping Malls?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Digital maps are now commonplace in shopping malls and can often be found on digital directory signage, the mall’s website, or shopper mobile applications. While these mapping solutions provide shoppers with easy-to-use A to B wayfinding, blue dot navigation takes this experience to the next level. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/company/customer-examples/miracle-mile-shops-helping-visitors-navigate-1-2-miles-of-unique-stores\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Miracle Mile Shops enabled blue dot wayfinding\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" for their Las Vegas mall through Mappedin’s Responsive Web App, allowing shoppers to see their precise location within the map. As users navigate to a particular store, restaurant, or theatre, the blue dot moves with them in real-time, providing accurate and elevated wayfinding. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"26pLGcuciPhFaW899Alffq\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Shopping Experience Made Easy\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Real-time \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/use-cases/retail/indoor-positioning-systems-for-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"positioning for shopping malls\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" enables a guided wayfinding experience by allowing users to find directions from their exact, current location on the map. As shoppers load the mall map on their smart devices, they are immediately given context for their location with a visual blue dot. This solution also allows visitors to skip the “from” step when leveraging wayfinding - because the map understands a user’s starting location, shoppers must simply enter their end destination to receive turn-by-turn directions. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Enhanced Shopping Experience\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Along with making the indoor navigation experience more simple for shoppers, blue dot wayfinding can be used in conjunction with other location-based technology to provide an enhanced shopping experience. Since blue dot wayfinding is possible through both Mappedin’s SDKs and Responsive Web App, our clients can ensure they offer a mapping experience to their visitors that is both enhanced and consistent. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Find Your Store\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Whether shoppers are searching for a specific product, brand, category, or retailer, digital maps of your shopping mall make this process simple. Users can search by a variety of criteria to find their store and blue dot wayfinding seamlessly guides them to their destination.  \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"1C1BPY79Btat2tA1UR8B44\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Stay In the Know\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Once an indoor positioning solution exists at your venue, mall owners and operators can harness this technology to implement proximity marketing. As shoppers navigate through the mall, they can receive personalized alerts about nearby deals and events. With this information at their fingertips, shoppers can make informed decisions while staying in the know. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Insights & Analytics\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mall managers and retailers alike can review location insights and analytics to gain a better understanding of how visitors move through your property. For example, understanding certain areas that are highly trafficked compared to those that may get overlooked by shoppers. Optimize the layout of your indoor space using location-based data and analytics from accurate positioning systems to create effective marketing strategies that will target customers accordingly.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Real-Time Updates\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin’s blue dot technology provides users with turn-by-turn directions from their current location. As shoppers navigate the mall, their blue dot position updates in real-time on the map. If users stray too far from the suggested route, the map will update and provide the new shortest route to their destination. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Allocate Resources\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Blue dot positioning can be used for assets as well as people. By layering asset tracking with the digital mall map, mall operators can easily locate resources across indoor environments. From sanitation stations and cleaning carts, to security or stroller rentals, these resources can be allocated correctly to ensure safe and efficient operations. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"1Cw9aWvpLYIDnN2gJN4S59\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"What Sets Mappedin Apart?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Convert your 2D mall blueprints into 3D interactive mall maps with Mappedin’s indoor mapping platform. Mappedin has advanced mall navigation software to simplify your workflow. With our \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/mapping/map-editor/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Map Creator and Editor\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\", you can collaboratively manage your indoor maps from the all-in-one tool and distribute the latest versions across multiple consumer facing platforms including, web, mobile applications, and directory kiosks. For shopping mall portfolios, map admins can grant editing access to local mall managers and bring your mall map concept to life, managing all your venues in one place.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Real-Time Mall Management\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"From within the Map Editor, you can customize your mall maps to ensure your branding is consistent with other digital or in-person experiences you offer. Any edits to your mall maps can be made in one centralized editor and deployed in real-time across all of your wayfinding experiences. This approach provides customers with the most up-to-date version of your property maps, regardless of device. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Seamless Outdoor-Indoor Wayfinding\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"While Mappedin is an indoor mapping platform, we understand that the navigation journey often begins before entry which is why our maps are designed to provide seamless indoor to outdoor navigation. We work with outlet malls around the world and provide the optimal route from building to building and retail venues such as \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/company/customer-examples/hudson-yards-creating-a-solution-for-the-future-of-cities\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Hudson Yards\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" to offer shoppers a multi-building mapping experience. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"3FAvIvKvkmA6BqtcQ9G7g7\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Create A Smart Shopping Environment\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"By combining indoor positioning and blue dot wayfinding with an accurate and interactive map, malls can \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/use-cases/retail/indoor-maps-uses-cases-shopping-malls\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"create a smart and digital shopping environment\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". Along with providing intuitive wayfinding, indoor maps can drive additional traffic to your website or mobile app, promote deals and events, increase efficiencies, yield valuable insights and much more. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Blue Dot Navigation For Shopping Malls Frequently Asked Questions \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-2\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Why Do I Need Shopping Mall Maps? \",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin’s shopping mall software platform allows personnel such as a mall manager to edit their digital mall maps. Users can manage details of the shopping mall and its stores and update everything from hours of operation, tenant listings, map routes, directories, and more in our user-friendly shopping mall software.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"How Do Maps Find Your Current Location?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The maps find your current indoor location using some form of indoor positioning technology where your latitude and longitude are collected, whether through geomagnetic, beacon, wi-fi access points, radio signals, RFID, or inertial sensors. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Are Shopping Mall Wayfinding Directories Still Relevant?\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Yes, shopping mall wayfinding directories are still relevant! Directories should be placed in key areas, including main entrances and busy gathering points such as the food court, to help guide shoppers on their wayfinding journey. From the digital directory, users can browse category listings, search for a specific brand or retailer, or simply view the map to see what options exist. Shopping malls can also \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/blog/product/directory/feature-101-directory-ads/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"use directory signage to showcase ads\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" during idle usage. To learn more about Digital Directories, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://www.mappedin.com/wayfinding/digital-directory/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"visit our website\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\". \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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Wayfinding?","slug":"what-is-blue-dot-wayfinding","content":{"__typename":"ContentfulBlogPost","author":"Genny Orser","publishDate":"May 20, 2020","updatedAt":"Mar 10, 2022","tags":{"category":{"name":"Product","slug":"product"},"topic":{"name":"Positioning","slug":"positioning"}},"content":{"raw":"{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"In this blog, we will cover the various pieces that are required to create the indoor Blue Dot experience everyone has come to know and love. There are many technology options that can be used at each step, some of which we outline below.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"So, what is Blue Dot wayfinding? “Blue Dot” references the little blue circle we have all become familiar with in outdoor navigation applications such as Apple Maps and Google Maps. That little blue circle is really just a designed component to show your current, real-time position.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"\",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://resources.mappedin.com/blog/product-101-real-time-web-positioning\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"As previously discussed,\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" your real-time position is detected in the outdoors from GPS (Global Positioning System) which is primarily powered by satellites. With indoor spaces, we cannot rely on that system and as an industry, have had to find other techniques to generate the same Blue Dot experience that we’ve become so familiar with.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"There are three main components to a good Blue Dot experience;\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A digital map\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"IPS (Indoor Positioning System)\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Wi-Fi configuration\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"A Digital Map\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin takes old property blueprints and turns them into a usable, digital asset. This digital map can be used across a variety of experiences and outputs, including wayfinding. This map becomes the foundation of the Blue Dot experience. It is critical that properties have a tool like Mappedin’s to easily maintain their maps and make changes, as there is nothing more frustrating than a wayfinding experience, Blue Dot enabled or not, that isn’t accurate.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"5oNZXGN9lubMoIlzgbmMXm\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Separate from the creation and maintenance of a digital map, properties need the ability to expose these maps for the purpose of wayfinding to their visitors. There are many options for this including products like Mappedin Web and Mappedin’s Mobile SDK. Regardless of implementing Blue Dot and real-time positioning, it is critical to build a mapping and wayfinding product that is intuitive, that has simple “to” and “from” entry fields, and so on. This is the basis for the Blue Dot experience and can be built to work with or without it.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"1LLftkSyyl1zj8mrilejWD\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Read more about Mappedin’s \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://resources.mappedin.com/blog/product-101-mappedin-cms\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Map Editor\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" and \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://resources.mappedin.com/blog/product-101-mappedin-web\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Web\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" products, both of which are critical parts in the foundation of a good Blue Dot experience. \",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Indoor Positioning System (IPS)\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Mappedin has worked with a variety of IPS (Indoor Positioning Systems) and providers. Regardless of venues that use Bluetooth beacons, inertial nav, geomagnetic, Wi-Fi, or some combination of these, it’s important to work with a vendor that understands the benefits to each and, ideally, someone who can work with a method of sensor fusion (a combination of as many of these as possible).\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Questions to ask about your positioning system:\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Real accuracy (as opposed to theoretical accuracy):\",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\" What is the realistic expectation under normal or sub-optimal conditions? For reference, accuracy of assisted GPS is approximately three meters outdoors.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Cost to achieve desired performance: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"How much will it cost to implement, own, and maintain? For example, your implementation and ownership costs may be low, but the system might require a lot of maintenance at an additional cost.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Response time: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"How long does it take for the system to respond? For example, on-device calculations are faster than server-side ones, because of the latency involved for the signal to travel there and back.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"},{\"data\":{},\"content\":[{\"data\":{},\"content\":[{\"data\":{},\"marks\":[{\"type\":\"bold\"}],\"value\":\"Reliability: \",\"nodeType\":\"text\"},{\"data\":{},\"marks\":[],\"value\":\"How well will the solution function indoors? New systems sometimes get a pass when they start out buggy, but navigation is often mission-critical.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"list-item\"}],\"nodeType\":\"unordered-list\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"The common barrier to a good real-time positioning system and Blue Dot experience is cost. Many of these systems require hardware and infrastructure that not only have a large upfront cost, but also ongoing maintenance costs to consider. This is where vendors like \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://resources.mappedin.com/blog/product-101-imdf-export\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Apple and their IPS solution\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" come in. Companies like Apple are making IPS free from infrastructure and setup costs by enabling Digital Mapping vendors and property owners to “survey” their venue within Apple’s survey app to create a grid. That grid works with existing Wi-Fi to send positioning data to whatever application is using it.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"4WvrF8R2wgUKaSYdatUr3e\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Regardless of the type of positioning system you choose, it is important to remember that none of these, no matter how accurate they claim to be, will provide you with a singular Blue Dot position. These systems work in circles to provide a circle of accuracy (i.e. 4M, 6M, 15M, etc.) and the latitude and longitude that references the middle point of that circle. Venues must keep in mind that the middle point is simply that - a middle point - and is a guess at where a user may be within that circle of accuracy. Which leads us to our final critical component to a good Blue Dot experience, the Wi-Fi configuration.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{\"target\":{\"sys\":{\"id\":\"51c0VQjuzlRRUIks4npMJD\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[],\"nodeType\":\"embedded-asset-block\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Wi-Fi Configuration\",\"nodeType\":\"text\"}],\"nodeType\":\"heading-3\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"Venues with Wi-Fi that has been configured to account for the number of access points (the more the better), location of these access points (taking room size, open space, etc. into consideration), and consistent signal strength gives an IPS the best chance for accuracy. A venue’s commitment to strong network infrastructure is the foundation of an accurate Blue Dot position. This also seems to be the most commonly missed item within venues looking to implement Blue Dot experiences. Some simple tweaks and improvements can make all the difference in terms of laying good groundwork for accurate positioning.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"},{\"data\":{},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"To learn more about Mappedin's solutions and how we work with other technologies to provide accurate indoor mapping experiences, \",\"nodeType\":\"text\"},{\"data\":{\"uri\":\"https://mappedin.com/contact-us/\"},\"content\":[{\"data\":{},\"marks\":[],\"value\":\"contact us\",\"nodeType\":\"text\"}],\"nodeType\":\"hyperlink\"},{\"data\":{},\"marks\":[],\"value\":\" today or subscribe below.\",\"nodeType\":\"text\"}],\"nodeType\":\"paragraph\"}],\"nodeType\":\"document\"}"},"articleType":"Article","image":{"fluid":{"base64":"data:image/jpeg;base64,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","aspectRatio":1.5,"src":"//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=480&q=50","srcSet":"//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=120&h=80&q=50 120w,\n//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=240&h=160&q=50 240w,\n//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=480&h=320&q=50 480w,\n//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=720&h=480&q=50 720w,\n//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=960&h=640&q=50 960w,\n//images.ctfassets.net/wdjnw2prxlw8/2xvyHIHQJ8la8RXaNUUJsv/4cee6c4c8cd326f85b89c65b6be68a91/you_are_here_in_white_writing_on_cement.jpg?w=1440&h=960&q=50 1440w","sizes":"(max-width: 480px) 100vw, 480px"}}}}],"tags":{"category":{"slug":"product","name":"Product"},"topic":{"slug":"positioning","name":"Positioning"}}}}},"pageContext":{"slug":"location-based-marketing-malls"}},
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