Location Data and The Growing Role in Marketing and Advertising Campaigns

By Sudipto Ghosh On Jun 8, 2018

Location Data and The Growing Role in Marketing and Advertising Campaigns

The Recent Survey on Location Data Revealed Most Respondents Agree That Geo-Marketing Is the Next-Big-Thing After Automation and AI-Driven Ecommerce

Let’s take a shot at the most enterprising question of 2018 —

How are companies using location data, and what is its impact on digital campaigns?

To answer this, Factual, a global leader in location data, surveyed 700 location data buyers in the US. The purpose of the study was focused at understanding the true state of location data marketing and how different companies use location data to grow their customer base, increase engagement and refine their personalization and customer experience (CX) across devices.

Here are key takeaways from the latest report on Location data marketing.

Location Data: The Primary Success Driver

More than 80% of the respondents surveyed have acknowledged that location data boost advertising and marketing campaigns’ effectiveness.

83% of the respondents have agreed to experience a higher response rate and to see a higher customer engagement in their marketing and ad campaigns.

More Than 8 in 10 Mobile Marketers Use Location-Based Data to Personalize CX

Modern Marketing teams are better equipped to attribute the success of their campaigns to location data. Mobile marketers recognize the value of their personalized campaigns with geo-location. More than 80% of the respondents are either using location data or plan to use it in the coming twelve months to personalize the CX.

*via – 2018 Location-Based Marketing Report*

Concerns about Facebook-Google Duopoly in Advertising is Bigger than Anticipated

92% of the respondents feel that they have valid concerns about the duopoly that are driving online advertisers.
71% of the respondents are seeking an alternative to Google and Facebook.

Quality of Data and Transparency are Important Metrics to Judge Location Data Validity

Most important data location features include –

Accuracy and higher quality of data
Effectiveness against fraud reporting
Location data capabilities at scale
Geo-marketing is Growing Stronger and Smarter with Technology Advancements

Most respondents agree that geo-marketing is the next-big-thing after automation and AI-driven ecommerce. Between 70 and 85% of the respondents find a strong and increasing lift and improved ROI on their location data-based marketing and advertising campaigns.

Overall, location data is a strong element in marketing and advertising campaigns. Using location data brings wide-ranging benefits to marketers seeking highly refined personalized CX. These benefits include, increased understanding of the audiences, building positive brand value with relevant CX, and accurate targeting. All these eventually translate to an increased lift in sales and higher conversion rates.

Currently, Factual offers Geopulse, Global Places, Observation Graph and Engine in its location data products suite. Factual will be at Cannes Lions.