The Pokemon Go app that took over the world in July not only put augmented reality back on the map, it also threw location intelligence back in the spotlight as a powerful way to engage consumers and build strong customer relationships.

Location intelligence and geo-mapping can be powerful ways to connect with customers and provide a more personalised, tailored and relevant experience. But placed in the wrong hands, and the technology can quickly spiral into annoying your customer and ultimately, ruin your customer relationships.

​Two location-based services trials united in their use of beacon technology and desire to improve onsite experiences, but very different in terms of business objectives, have launched on opposite sides of the country.

The Association for Data-driven Marketing and Advertising (ADMA) will use new beacon technology as part of its upcoming Global Forum.

Pilot scheme in London follows a successful six month trial in Norwich by Proxama and Exterion Media

Marketo has struck a partnership with proximity technology vendor, Gimbal, to integrate its location capabilities with its marketing technology stack.

The City of Sydney has launched an iBeacon trial aimed at driving audience engagement with its new seven-metre high World War II sculpture honouring Aboriginal and Torres Strait Islander diggers.

Bendigo Marketplace shopping centre is planning to expand its use of beacon technology after a successful family-oriented marketing campaign last month triggered new levels of customer engagement and foot traffic.

Proximity marketing is emerging as the new battleground for brands to engage with their customers at the point of purchase. And it’s raising some big questions around data ownership between brands and retailers.

Woolworths is looking to roll out beacons across all of its click-and-collect stores following a successful proof-of-concept trial of the proximity marketing technology with customers.

The Melbourne Stars cricket team and sponsor, Acquire Learning, are giving away 10,000 free ice cream mobile coupons to fans at the Melbourne Cricket Ground (MCG) as part of a customer engagement exercise using proximity marketing.

Local mobility management player, Mobile Mentor, has struck a partnership with iProximity to unite its technology and services with the proximity marketing consultancy’s customer solutions.

Teradata has struck an alliance with Localz to bring the boutique microlocation consultancy’s location-based capabilities into its core marketing platform.

Arts Centre Melbourne is rethinking its approach to beacon technology, after a disappointing trial that took place during Melbourne Festival in October.