Location data provides marketers with ample opportunities to target consumers more effectively. But according to Forrester’s latest findings, 34% of US marketers find inaccurate location data challenging, while 33% struggle with understanding how to use location to deliver relevant messaging. So what is causing these roadblocks and what can marketers do to maximise location data’s capabilities?
Panelists Dan Read, head of platform solutions at TabMo, Nigel Fung, UK industry manager at Google Waze, and Ed Keohane, director of audio at Bauer Media, attempted to answer these questions at The Drum’s location-based marketing breakfast event last month.
While the panel agreed that location data helps to eliminate wastage, deliver on business objectives and personalise creative, the multitude of location data sources, repurposing data in a useful way, and respecting consumer privacy are challenges not so easy to overcome.
Keohane of Bauer Media referred to the differences between “inaccurate and poor location
How to Automate Video Content Marketing in Under 1 Hour
5 Easy Video Lessons +
Bonus Free Toolkit