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RESEARCH, ANALYSIS & TRENDS

Data- and location-based marketing for

relevant campaigns

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

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