News and Analysis
Why and How Often Consumers Share Location Data
Location is among the types of data consumers are most likely to weigh disclosing based on the utility of the scenario. Asked about eight different types of data, including marital status, social security number, and physical address, a higher percentage of survey respondents said whether they’ll share location data “depends” on the situation than for any other category. It’s neither an automatic yes or no; companies need to make a case.
Back to Basics: Data Collection in the New Privacy Era
Some widely used marketing methods, like firmographics and psychographics, are coming to a halt as brands are forced to consider whether consumers actually want to receive their messages. In place of those practices, marketers are returning to older forms of data collection to once again create differentiated customer experiences, explains Dawn Colossi, chief marketing officer at the market research technology company FocusVision.
“I think with digital transformation came the notion that brand marketing didn’t matter as much because you could just target your audience,” says Colossi. “But with limitations on targeting and spamming, getting your brand known for things that customers care about—and this comes from understanding how they think and feel—will be crucial for marketers.”
Mobile Marketing Firm Verve Acquired by Germany’s MGI
The companies underscored Verve’s location data-driven ability to drive prospective customers into brick-and-mortar stores, adding a cutting-edge ad tech capability to MGI’s suite of existing media solutions. Verve will also help the European enterprise increase its presence in North America.
Commentary
AR and VR — Will Local Advertisers Bite?
Local advertising is a $150 billion market, and is particularly conducive to AR, given the technology’s ability to qualify purchase decisions in the commerce-heavy offline world. There will be a land grab for this digital real estate as mobile AR gains consumer traction. There will be also questions about who “owns” that virtual space.
How Brands Determine Their Local Marketing Effectiveness
Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel marketing or online-to-offline attribution.
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