factual-2018年基于位置的营销报告（英文）-2019.4-14页.pdf

building thought leadership through research12018 Location-Based Marketing Report Practices,Preferences and Plans for the FutureSponsored by:Independently conducted by:building thought leadership through research22IntroductionWith two-thirds of the worlds population now connected by mobile devices,location data has emerged as one of the most powerful and important data sources.Location data is used to solve hard problemsfrom providing firefighters and emergency medical technicians key information during times of crisis to helping us avoid bad traffic.Location data also makes our lives more convenient.Can you imagine using mobile apps like Uber,Google Maps or Yelp if they werent powered by location data?Its not a pretty picturethe experience would be cumbersome.On average,people use nine mobile apps daily that often employ location data to help them navigate their lives;we have come to expect our favorite apps and services to use location to be more relevant.Its changing human behavior,which means cutting-edge marketers are changing too.In 2017,U.S.companies spent$17.1 billion on location-targeted mobile advertising and a BIA/Kelsey study forecasts spending will increase to$38.7 billion in 2022.In other words,a huge part of future advertising will revolve around serving up the right offer at the perfect place and the correct time.Does location data make marketing and advertising more effective?Factual,the leader in global location data,commissioned Lawless Research to answer this question,as well as these:How are companies using location data,and what is its impact on digital campaigns?What features are most important to location data buyers?What concerns do marketers and advertisers have about the Google and Facebook duopoly,and are they seeking alternatives?To answer these questions,we surveyed 700 location data buyers in the United States,including 534 from consumer brand companies and 166 from advertising and marketing agencies.The respondents told us that location data helps them grow their customer base,increase response rates and engage customers through personalization.They seek out data that is accurate,precise and validated.And,serious concerns about the digital ad duopoly of Facebook and Google are driving them to discover alternatives.building thought leadership through research3Survey HighlightsUsing location data boosts effectiveness of marketing and advertising campaigns.Created Positive Customer ExperienceIncreased Their Understanding of AudiencesIncreased Campaign EffectivenessConcerned About the Google and Facebook Duopoly Seeking Alternatives to the DuopolyCampaign effectiveness increases when location-based data is used to personalize the customer experience.Location data users rate quality as the most important feature,and 95%say transparency is an accurate indicator of data quality.Concerns about the duopoly are driving online advertisers to seek alternatives.100011110010100111000100010010001101100101001110001000100100011011001010011100010001001000100111001010011100010001001001110010100111000100010010001110100101001110001000100100000111100101001110001000100100011110010100111000100010010001110100101001110001000101000111100101001110001000100100011110010100111000100010010001011100101001110001000100110001111001010011100010001001000111101010011100010001001000110110010100111000100010010001111001010011100010001001000111010010100111000100010010001011100101001110001000100100011110010100111000100010010001111001010011100010001001000110110010100111000100010010001011100101001110001000100100011101001010010110001000100100011110010100111000100010010001110100101001110001000100100011110010100111000100011110010100111000100010010001100110010100111000100010010001011100101001110001000100100011110010100111000100010010001111001010011100010001001000110111001010011100010001001000111100101001110001000100100011100100101001110001000100100011110010100101100010001001000100011100101001110001000100100011110010100111000100010010001111001010011100010001001000111100101001110001000100Achieved Growth In Customer BaseAchieved growth in customer base85%Experienced Higher Response RatesExperienced higher response rates83%Saw Higher Customer EngagementSaw higher customer engagement83%Most Important Data Location Features Quality of Data(Accurate and Precise)Data Validation and Fraud AvoidanceScale or Potential ReachConcerned about the Google and Facebook online advertising duopolyConcerned about the Google and Facebook online advertising duopolyConcerned about the Google and Facebook online advertising duopolyConcerned about the Google and Facebook online advertising duopoly92%91%Seeking alternatives to the duopoly71%Increased their understanding of audiences87%Increased campaign effectiveness84%Increased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectiveness123building thought leadership through research4Using location data boosts effectiveness of marketing and advertising campaigns.Companies that use location data in marketing and advertising are seeing benefits across diverse metrics.More than 8 out of 10 marketers say location-based advertising and marketing produced growth in their customer base(85%),higher response rates(83%),and higher customer engagement(83%).Using location data also gave them deeper knowledge of their customers needs and interests(77%),improved ROI for their marketing and ad campaigns(74%),and increased lift(70%).Geo-marketing is only going to become larger because of new advances in technology and I look forward to it.Retail/eCommerce RespondentHave you experienced the following benefits from using location-based marketing and/or advertising?70%74%77%83%83%85%0%10%20%30%40%50%60%70%80%Increased liftImproved return on investmentDeeper knowledge of customers needs/interestsHigher response ratesHigher customer engagementGrowth in customer basebuilding thought leadership through research5Campaign effectiveness increases when location-based data is used to personalize the customer experience.A Boston Consulting Group study found consumer brands that create personalized experiences are seeing revenue increases of 10 percent two to three times greater than brands that dont.Other research also reveals that consumers want personalized content from brands,that they feel more connected to brands when they receive personal content and that they get frustrated when they dont.58%of consumers say a personalized experience is very important when purchasing from a company,and 57%of consumers say theyre willing to share personal data in exchange for personalized offers or discount(Salesforce 2016)80%of consumers indicate they are more likely to do business with a company if it offers personalized experiences,and 90%indicate that they find personalization appealing(Epsilon 2017)71%express some level of frustration when their experience is impersonal(Segment 2017)More than 8 in 10 mobile marketers use location-based data to personalize the customer experience.This study shows that mobile marketers recognize the value of personalizing campaigns with geolocation.Among the companies surveyed,82%use location data to personalize the customer experience,while 85%plan to do so in the next 12 months.Increased campaign effectivenessYesNoIncreased campaign effectivenessYesNoIs your company currently using location-based data and targeting to personalize the customer experience?Do you plan to do so in the next 12 months?82%85%15%building thought leadership through research6Location-based personalization creates positive customer experiences and increases campaign effectiveness.Marketers that personalize their ads with location data experience a range of benefits including increased understanding of audiences(91%),positive customer experience(87%),more effective campaigns(84%),and more accurate targeting(62%).Over half also see a lift in sales and higher conversion rates.Which of the following benefits have you experienced from location-based ad personalization?35%53%53%62%84%87%91%0%10%20%30%40%50%60%70%80%90%100%Store visitation liftSales liftHigher conversion ratesMore accurate targetingMore effective campaignPositive customer experienceIncreased understanding of audiencesbased ad personalization?Location-based advertising is a growing area to be utilized in business strategy.Professional Services Respondentbuilding thought leadership through research7Increased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectivenessMarketers rate quality as the most important feature of location data and say transparency is an accurate indicator of quality.Marketers are demanding better quality location data,and they want to know how data is built and where it comes from.Brands and agencies rely on location data to make strategic decisions,so the quality of data is critical.When asked to rank the most important features of location data,marketers rated quality of data as foremost.Second in importance is data validation/fraud avoidance.Increased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectivenessIncreased campaign effectivenessWhat are the most important data location features?1 Quality of data(accurate and precise)2 Data validation and fraud avoidance 3 Scale or potential reach 4 Privacy-safe methodology 5 Ease of integration/Ease of use 6 Price 7 Flexibility of audience customization 8 Reputation of data provider 9 Audience granularity(number of consumer attributes)10 Service&strategic guidance How is the quality of location data evaluated?Understanding the true quality of data can be challenging.High-quality location data is both accurate and precise,but it can be difficult to define exactly what that means.Asking the following questions of data sources and providers can help:Is the data derived from a trusted source?Is the data linked to a GPS location at an exact time,or is the location derived from an IP address or cached location?What about data hygiene?Is the data error-free or are fields mislabeled or truncated?What technology is used to ensure accuracy?Validating location data is necessary to ensure its quality.According to Thinknear,only 30%of user coordinates in mobile adtech are of sufficient quality for effective targeting,so a good validation process identifies and excludes:Truncated coordinates with fewer than three decimal places Invalid coordinates,such as(0,0)Out-of-bounds coordinates,such as outside the bounds of the earth or in the ocean Blacklisted coordinates with unreasonably high mobile traffic Bad devices and bad apps100011110010100111000100010010001101100101001110001000100100011011001010011100010001001000100111001010011100010001001001110010100111000100010010001110100101001110001000100100000111100101001110001000100100011110010100111000100010010001110100101001110001000101000111100101001110001000100100011110010100111000100010010001011100101001110001000100110001111001010011100010001001000111101010011100010001001000110110010100111000100010010001111001010011100010001001000111010010100111000100010010001011100101001110001000100100011110010100111000100010010001111001010011100010001001000110110010100111000100010010001011100101001110001000100100011101001010010110001000100100011110010100111000100010010001110100101001110001000100100011110010100111000100011110010100111000100010010001100110010100111000100010010001011100101001110001000100100011110010100111000100010010001111001010011100010001001000110111001010011100010001001000111100101001110001000100100011100100101001110001000100100011110010100101100010001001000100011100101001110001000100100011110010100111000100010010001111001010011100010001001000111100101001110001000100building thought leadership through research8Transparency is a proxy for data quality.Marketers require data transparency so they can analyze their efforts and optimize accordingly.Because the quality of location data can be difficult to assess,buyers look to transparency as a proxy for quality.Nearly all location data buyers(95%)agree that data transparency accurately indicates the quality of the data.Over the past year,questions have been raised across a variety of publishers and platforms about the validity of data transparency,metrics accuracy,measurement and more.Data is often bundled with media spend,and opaque data practices come with a cost,limiting marketers flexibility,control and ability to fine-tune strategies.The online advertising duopoly of Google and Facebook contributes to the need for transparency and alternative data sources throughout the industry.Data is locked within walled gardens,and marketers are unable to learn from it or apply it outside of the siloed platforms.Transparent data,which is platform and use case agnostic,is critical in allowing marketers to understand and best reach their audiences.41%37%17%3%1%1%0%5%10%15%20%25%30%35%40%45%Strongly agreeAgreesomewhatAgree slightlyDisagreeslightlyDisagreesomewhatStronglydisagreeData transparency is an accurate indicator of data quality.Data transparency is an accurate indicator of data quality.building thought leadership through research9Concerns about the Google and Facebook duopoly are driving online advertisers to seek alternatives.Google and Facebook accounted for about 63%of U.S.digital ad revenues in 2017,but marketers are beginning to recognize the need for other options.Among the brands and agencies surveyed,92%have one or more concerns about the advertising duopoly.False impressions(38%),transparency(36%)and pricing(36%)are the topmost concerns about advertising with Facebook and Google.Which of the following concerns do you have about the advertising duopoly of Facebook and Google?Today,71%of marketers are seeking alternatives to the duopoly for online advertising.Are you seeking alternatives to Facebook or Google for online advertising?8%27%28%29%31%35%36%36%38%0%5%10%15%20%25%30%35%40%None of theseLack of third-party validationBrand safety or content fitViewabilityLevel of serviceInaccuracies in metrics and reportingTransparencyPricingFalse impressionsduopoly of Facebook and Google?71%29%YesNobuilding thought leadership through research10Nearly two-thirds of marketers use location data for targeting ads,and nearly half for location-based offers.The most common uses for location data are ad targeting(65%),location-based offers(49%)and customer experience or personalization(47%).More than 4 out of 10 marketers are also leveraging location data to engage audiences,market to influencers and measure advertising effectiveness.How are you or your company using location data?7%13%15%19%23%31%32%33%33%33%35%36%43%45%47%49%65%0%10%20%30%40%50%60%70%Instant check-inAugmented reality eventsBeaconsWeather-based geolocation advertisingDrive e-commerce to brick-and-mortarInform strategic decisionsAudience segmentationEvent marketingTime-limit marketingIncentivizing