Survey: Marketers Toss Out Valuable Location Data

What if seemingly inconsequential data—and location data, in particular—could actually be re-harnessed and used to provide additional revenue-generating opportunities for brands? That’s the concept behind a new report out from the global geolocation data and services provider Digital Element.

Understanding the Proxies That Can Undermine Location Data

For marketers, the ability to deploy technology that identifies and bypasses online users who may be masking their locations and digital traits yields improvement in the form of targeted campaigns and fewer wasted impressions.

Using Geotargeting to Follow the Consumer from Desktop to Aisle

The choice of a location-based solution should depend on what message marketers want to convey to whom and when, along with how much consumer contact and engagement they want. As consumers continue to demand the ability to shop on their own terms and the local shopping experience becomes even more entrenched in the buying psyche, retailers will need a three-pronged digital strategy with a strong geotargeting component to be competitive…

All Geotargeting Methods Are Not Created Equal

The social-mobile-local movement will most certainly drive even stronger interest in and use of geotargeting. But with all the options available, what factors dictate when marketers should use one method over another? It depends on what message they want to convey to whom and when, along with how much contact and engagement they want with the consumer…