The location-based marketing space and the technology the drives it, are expected to grow this year, driven by adoption from big brands. According to a new study of brand marketers, 75% believe location based marketing is an important business issue for 2016.

The survey was completed by reps from brands such as Coca-Cola, Mondelez International, BMW, Tesco, Starbucks and Starhub. 77% of these brands find location-based data to be valuable, but only 65% believe it is accurate. This appears to be a pain point for many of these brands and a major hurdle in being able to take action on the data.

On the tech side of location-based marketing, these brand marketers will be investing in Wi-Fi (63%), GPS (57%), NFC (46%) and beacons (41%). The LBMA expects all of these location technologies to grow by double digits this year.