The Future of Location in Retail: Beyond Ad Targeting

Location data is serving as the conduit to connect consumer-facing marketing initiatives with behind-the-scenes merchandising and logistics. According to a survey by Blis, WBR Insights, and Future Stores, the majority of retail marketers (71%) have some type of location strategy in place, with the primary goal being to drive foot traffic and trigger location-based mobile advertising. That’s not a particular surprise, given how popular the latest location-based marketing tactics have become. More surprising, however, is how common it has become for retailers to use location data for local product and inventory search (60%) and localized online customer service (51%).

RhythmOne Introduces Linear TV Attribution Partnership with Placed

Marketing technology end-to-end platform RhythmOne announced an expansion of its relationship with attribution solution Placed this week, incorporating linear tv measurements into their already existing partnership.

Street Fight Daily: SMBs to Spend on Social, Location for Holidays; How AI Can Help Revamp CPG Brands

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Reveal Mobile Predicts Big Holiday Season Ad Spend for SMBs, With Social, Location At the Top… How GDPR Helps Consent Management Platforms… How AI Can Help CPGs Meet Millennial and Gen-Z Expectations…

Reveal Mobile Predicts Big Holiday Season Ad Spend for SMBs, With Social, Location At the Top

This coming holiday season, social, location-based advertising will dominate small business ad spend, according to a recent survey conducted by Reveal Mobile, a location-based marketing company. The survey also indicated that brands are increasingly comfortable with location-based tactics like geotargeting.

Marketers Need to Know the Truth About GPS

The imperfections of location-tracking tech do not mean that all location data derived from GPS satellites is inaccurate or useless as a marketing tool. It just means that marketers need to better set their expectations, know the data they are buying, and factor the limitations into their partnership agreements and marketing plans.

Mobile Advertisers, Don’t Be Fooled By Claims About ‘Precise’ Data

When selecting data for mobile campaigns, don’t base your decision solely on claims about precision or how many decimal places appear in the coordinates, and definitely don’t mistake precision for accuracy. Precision is important, but the value of precision hinges on data accuracy.

Location Targeting is Nothing Without the Facts to Back it Up

Doing location targeting right is no simple matter, and common claims about it require further scrutiny. Accuracy of a location through parcel targeting, a rapid refresh audience strategy, and reaching the right people at scale through IP and cross-device targeting will make a major difference in location-based campaign outcomes.

Ohio Car Dealership Sees Early Success with Location-Targeted Mobile Ads

Years of ingrained assumptions about the way cars are marketed and sold have made the automotive industry a challenge for hyperlocal vendors. But at Kia of Bedford, Director of Operations David Gruhin is finding unexpected success with location-based marketing tactics.

Ericsson Emodo Launches Carrier-Verified Audience Solution

In a bid to address quality concerns currently looming over the mobile advertising industry, Ericsson Emodo is launching a product that uses carrier data at scale to pre-verify mobile audiences and inventory, and then makes those audience segments available through any major demand-side platform.

#SFSNYC: GroundTruth Turns On-the-Ground Data Into IRL Transactions

When consumers visit physical stores, the likelihood that they will complete a purchase shoots up, especially in comparison to the likelihood they will make a purchase after visiting a digital site. “Visits lead to sales,” was the message of Hongzhe Sun of GroundTruth, one of the sponsors of Street Fight Summit in New York Wednesday.

Blaze Pizza Leverages Mobile App, Instagram, Events to Entice and Keep Customers

Blaze Pizza has branded itself as the on-the-go pizza option for millennials. In-app mobile ordering, location technology, and a focus on partnering with local franchise owners who know their neighborhoods have allowed Blaze to maintain a robust loyalty program and keep its customers coming back.

What NinthDecimal’s Growth Means for the Hyperlocal Marketing Industry

In an announcement that could be indicative of larger trends in the location-data space, the omnichannel marketing platform NinthDecimal recently announced its third consecutive year of more than 100% annual revenue growth.

Taking Control of the Control Group: How to Collect Reliable Data

Only when marketers account for the totality of their consumer data and account for it in an integrated way will the data actually offer visibility and control.

Localized Insights Mean More Precise Campaigns and Better ROI

While creating at scale makes economic and operational sense, the danger in going with a one-size-fits-all approach is not insignificant. Evidence suggests over half of such “national” initiatives fail.

6 Self-Service Location Intelligence Solutions

By opening their platforms up as self-service solutions, location intelligence firms are hoping to provide clients with more open access and to inspire creativity in using existing tools in new and innovative ways. Here are six examples of vendors providing location intelligence capabilities to clients through a self-service model.

CraveLabs Launches Self-Service Location Intelligence Solution

In what could be seen as a signal of things to come for the mobile-location industry, CraveLabs is opening up its platform and launching a suite of self-service tools to give media planners and location analysts more open access to the company’s suite of location intelligence solutions.

Looking at Location Signals, GroundTruth Looks at Ways to Predict Behavior

A recent study by the company focused on the foot traffic at mass merchandisers and grocery stores and airport traffic, and pointed to the NC city as the best choice for Amazon’s HQ2. “Being able to dig in to real world behaviors, it draws out real actionable recommendations,” says Sarah Ohle, VP of marketing insights.

Case Study: North Dakota Tourism Uses Location Data to Reinforce Media Buying Strategies

At North Dakota Tourism, marketing manager Heather LeMoine found a way to use mobile location tracking to learn more about the differences between U.S. and Canadian travelers. Using the information, she’s been able to adjust her organization’s media plan to ensure more successful campaigns.

MomentFeed Leverages Data with New Partner Integration Program

The new MomentFeed Connect product will enable multi-location brands to integrate the MomentFeed platform with hundreds of CRM, help desk, marketing dashboards, and vertical-specific systems through a set of two-way API connectors.

PlaceIQ Study Examines the State of Integrated Marketing

A generational shift is impacting the way consumers interact with brands, downplaying the role that physical stores play in the traditional retail environment. According to Duncan McCall, CEO of location intelligence firm PlaceIQ, the changes that brands have seen thus far are just the tip of the iceberg.