The Importance of Location in Today’s Innovation Dialogue
The following is a sponsored post contributed by xAd.
On October 25th, dozens of top marketers and thought leaders will descend upon Tribeca. Their forum? Street Fight Summit 2016. Their goal? To explore the new and innovative ways that businesses are connecting with consumers at the local level.
Among those in attendance will be xAd founder and CEO Dipanshu “D” Sharma, who will give the afternoon keynote address on The Power of Location. It’s hard to overstate the importance of location in today’s business innovation dialogue. While consumers are online more than ever before, they continue to live their lives in the physical world. According to the U.S. Department of Commerce, while Americans spent $97 billion online in Q2 of this year, offline retail sales amounted to more than $1 trillion. The vast majority of transactions still occur in-store, and that makes location targeting an immensely powerful tool for brands.
Mobile has created an opportunity for marketers to identify their target customers and deliver timely and relevant messages that meet their audience’s wants and needs. But not every advertising solution is equal in value. For example, xAd research has found geo-fencing that maps the physical walls of a store to create a tighter boundary delivers a far more accurate location-based audience than a traditional radial fence. In order for location targeting to be as effective as possible, brands must prioritize accuracy. That requires a deep understanding of mobile technology, and a strategy for applying location intelligence to your campaigns.
There are other advantages to location targeting as well. In the past, brands have relied on polls and surveys to inform them about consumer preferences and behavior, but a study conducted by xAd this past summer found 32 percent of consumers who said they went to a fast food chain the previous month did not actually go. In other words, mobile location data helps companies follow the customer path to purchase in a way that they couldn’t before: with precision and ease.
You can count on Street Fight Summit 2016 to be a premier destination for marketers and influencers — but remember that for consumers, location is more than a destination alone. The real power of location is that it defines who we are and what we care about, and offers unprecedented insight into consumer intent. Are you ready to leverage it for your brand?