buildingthoughtleadershipthroughresearch12018Location-BasedMarketingReportPractices,PreferencesandPlansfortheFutureSponsoredby:Independentlyconductedby:buildingthoughtleadershipthroughresearch22IntroductionWithtwo-thirdsoftheworld’spopulationnowconnectedbymobiledevices,locationdatahasemergedasoneofthemostpowerfulandimportantdatasources.Locationdataisusedtosolvehardproblems—fromprovidingfirefightersandemergencymedicaltechnicianskeyinformationduringtimesofcrisistohelpingusavoidbadtraffic.Locationdataalsomakesourlivesmoreconvenient.CanyouimagineusingmobileappslikeUber,GoogleMapsorYelpiftheyweren’tpoweredbylocationdata?It’snotaprettypicture—theexperiencewouldbecumbersome.Onaverage,peopleuseninemobileappsdailythatoftenemploylocationdatatohelpthemnavigatetheirlives;wehavecometoexpectourfavoriteappsandservicestouselocationtobemorerelevant.It’schanginghumanbehavior,whichmeanscutting-edgemarketersarechangingtoo.In2017,U.S.companiesspent$17.1billiononlocation-targetedmobileadvertisingandaBIA/Kelseystudyforecastsspendingwillincreaseto$38.7billionin2022.Inotherwords,ahugepartoffutureadvertisingwillrevolvearoundservinguptherightofferattheperfectplaceandthecorrecttime.Doeslocationdatamakemarketingandadvertisingmoreeffective?Factual,theleaderingloballocationdata,commissionedLawlessResearchtoanswerthisquestion,aswellasthese:•Howarecompaniesusinglocationdata,andwhatisitsimpactondigitalcampaigns?•Whatfeaturesaremostimportanttolocationdatabuyers?•WhatconcernsdomarketersandadvertisershaveabouttheGoogleandFacebookduopoly,andaretheyseekingalternatives?Toanswerthesequestions,wesurveyed700locationdatabuyersintheUnitedStates,including534fromconsumerbrandcompaniesand166fromadvertisingandmarketingagencies.Therespondentstoldusthatlocationdatahelpsthemgrowtheircustomerbase,increaseresponseratesandengagecustomersthroughpersonalization.Theyseekoutdatathatisaccurate,preciseandvalidated.And,seriousconcernsaboutthedigitaladduopolyofFacebookandGooglearedrivingthemtodiscoveralternatives.bu...
