With increasing smartphone penetration worldwide, marketers have rightly adopted the mobile-first approach. However, in a world of ad-blocks, marketers need to be careful of delivering content that is irrelevant or annoying.
Fortunately, access to location data makes it possible to create highly relevant mobile targeting campaigns by ensuring users receive personalized and useful content at the best possible time.
The value of location intelligence
Location data comes in quite handy to target mobile devices effectively, enabling real-time message delivery based on a device’s location. Besides, real-time location intelligence can be used to build audience profiles that make it possible to create highly personal mobile campaigns by applying the offline behavior of users to the targeting process.
According to the LSA Market Landscape Report, location-targeted mobile advertising is expected to reach $32 billion by 2021. The report says that “marketers across the spectrum have awakened to the importance of location data as a powerful and versatile tool to identify audiences, gain competitive insights and observe offline consumer behavior.”
It further explains that… Read More