Study: 87% of mobile marketers discover success with location targeting

A new survey of seven hundred in-house and agency marketers making use of mobile marketing finds that 87 percent are using location targeting. A substantial majority of respondents reported positive results.

The report has been written by Lawless Research and entrusted by Factual. Survey respondents were from the wide range of industries including automotive, CPG, financial services, travel and others. The break down of respondents included over 530 from brands/in-house marketers and the rest from agencies. They were screened based on whether they did mobile marketing and had been then asked about their use of area and location data.

How are you or your company making use of location data?

As one might expect, ad targeting was the primary use of location, but personalization plus improved customer experience were shut behind, as was “ target audience engagement. ” The reported advantages seen by respondents largely shown those objectives: customer growth plus engagement. Audience insights also rated highly.

Advantages from using location-based marketing and/or marketing

Personalization is a buzzword that’ s frequently used in marketing conversations or collateral but without much description. It’ s not typically related to location in people’ s thoughts. It can involve retargeting, contextual focusing on, dayparting, audience segmentation or, in cases like this, location-based targeting. It can also involve a variety of these tactics.

Right here, location-based personalization yielded positive results which includes greater “ understanding of audiences. ” More than half (53 percent) of participants said these campaigns resulted in increased conversions. Unfortunately, the report doesn’ t discuss how location information were specifically used for personalization (beyond the fact of being used).

Benefits of location-based ad customization

The report also includes a critique of “ duopoly” Fb and Google and asserts that will transparent, location-data driven campaigns (presumably programmatic) represent an alternative vehicle to achieve intended audiences at scale.

About The Author

Greg Sterling is a Contributing Editor on Search Engine Land. He writes a private blog, Screenwerk , about connecting the particular dots between digital media plus real-world consumer behavior. He is furthermore VP of Strategy and Information for the Local Search Association. Adhere to him on Twitter or discover him at Google+ .

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