When it comes to what makes a successful marketing campaign, today it is obviously the situation that determines the value, since the geographic location of the customer is decisive: consumers are used to having their taxi picking them up right where they are, they read online reviews for the best restaurants in their area before making reservations; and search by app for the nearest parking lot.
Local relevance is one of the keywords when it comes to marketing messages in the age of digitization. As a result, more and more marketers are increasing their investments in the segment, not only because location data offer far-reaching potential if you know how to use it creatively.
Alexander Handcock, Senior Director, Global Marketing, at Selligent Marketing Cloud, shows three reasons why no marketer should let this huge potential slip through their fingers:
1. Location data has arrived in the mainstream: 70% of marketers use so-called GPS background data for location-based marketing, which is data collected continuously from mobile devices for specific apps to work; 58% rely on Wi-Fi; over 30% of Google searches capture the searcher's location, as do social media platforms and a variety of apps. Accordingly, it is very easy to get location data - at least when the consumer has consented to their capture.
2. Location data is easy to get: 53% of those marketers that use their budget to purchase location data report higher conversion rates and revenues attributed to location-based advertising. It is noteworthy that consumers seem to have little concerns when it comes to their location data: when asked what type of personal data they want to delete in a GDPR request, most consumers say personal identifiers such as ID numbers, instead just less than 10% name the location data collected from them.
3. Customers demand local relevance
Personalization has been considered a must-have in marketing for several years now and that hasn’t changed so far, because the location of the customer is an essential factor when it comes to personalized offers. Today's demanding customers expect mobile live content tailored to their current situation, and rather prefer using an app if it is able to provide location-specific personalization.
To meet these demands, marketers need a powerful platform that combines personal data and comprehensive omnichannel features into a contemporary customer experience. That way, consumers can always be reached on the right channel and with the right message - no matter where they are.
By Daniela La Marca