As more and more brands invest in location-based marketing campaigns, there’s a crucial need to zoom out and see the big picture. In an effort to bring marketers to this full circle moment, PlaceIQ today is debuting LandMark, a new data-as-a-service capability that allows brands access to their location-based audience and insights platform.
QSRs have successfully forged ahead with location-based ad strategies. Not only have we seen an influx of case studies asserting as much, but also a recent report from xAD inferring that foot traffic has spiked for QSRs thanks to location-based marketing, and, perhaps more importantly, the data mined from those efforts.
“The biggest opportunity [will materialize] as we start to see technology platforms look at areas outside of their sweet spot,” says the company’s VP of business development. “We’ve heard rumblings around technology companies looking to purchase more agency solutions, as well as vice versa: agencies looking to acquire for tech.”
The Miami-based company is dedicated to providing data and analytics systems centered around the U.S Hispanic population along with other “new mainstream consumers,” says CEO Cesar Melgoza. This includes consumers from various culture backgrounds, as well as age-based shoppers like millennials, and also the LGBTQ community.
The Q2 2016 report by Proxbook shows that since then, there’s been a 33% increase in global sensors since the beginning of the year. And according to the new report, proximity technology has enabled sports teams and their venues to reclaim ticket revenue at a time when fewer fans are going to stadiums.
The new platform, which aggregates real-time local data, looks to give small businesses the same kind of access to data that big businesses have, but on a hyperlocal level, CEO Carl Rohling told Street Fight. From there, SMBs can design direct marketing campaigns based on information about the consumers in their proximity.
More and more small and medium-sized businesses are upping their digital marketing game — even though they still don’t have a clear understanding of the relative ROI of various channels. According to Thrive Analytics’ Local Pulse Report, 42% of SMBs are planning to boost their local marketing budgets in 2016.