It’s time for advertisers to start thinking about mobile in terms of location, location, location.
That old adage is more relevant than ever. In “Pursuing the Mobile Moment,” a June 2017 commissioned study conducted by Forrester Consulting on behalf of Verve, the case is made that B2C advertisers need to rethink mobile campaigns — always putting the focus on delivering contextual value based on consumers’ present demands. Location data is a key way to deliver that outcome.
Check out the full text of “Pursuing the Mobile Moment: Build Brand Strategies That Leverage Location Data to Win, Serve, and Retain Customers.”
Still, there are challenges. In the study, many advertisers say they struggle to use contextual insights. 94 percent of the advertisers surveyed report challenges when it comes to working with location data, and these challenges often prevent brands from taking advantage of the location opportunity. However, the study notes, organizations that focus on location-based marketing increase their ad relevancy and also boost their targeting efficiency, the ROI of their marketing technology investments, and overall brand awareness.
For more about how location data can inform your advertising efforts, download the full study.
