5 Predictions for Location-Based Marketing in 2017
By Anne Leonard
Location-based marketing certainly took off last year, but there’s much room for businesses to improve in 2017.
2016 showed strides in location intelligence. Because of consumer usage on their mobile devices, businesses were able to collect the data and strengthen their marketing efforts. Though, since location-based marketing is still on the rise, here are 5 predictions for 2017.
1. Location intelligence companies will join forces.
With any explosion of a new industry, there will be the companies that join together and those that drop off. Experts predict that just three companies will stand as the major players. Their ‘secret weapons’ include unique assets and approaches to technology as well as transparency in their business.
2. Demand for data transparency will increase among consumers.
In the past, companies have turned the other cheek when it comes to location data transparency. In 2017, experts expect clients to gain interest in the data being collected, how it’s verified, as well as their role in the process.
3. Real-world attribution will play a larger role in publishers’ offline value.
Despite the digital-drenched world we live in today, experts say that more than 90 percent of commerce occurs in real-world locations. Newer attribution tools will be developed in order for marketers to better obtain foot traffic data from brick-and-mortar stores.
4. Marketers will improve their location efforts to deliver the most accurate data.
No longer will the topic of ‘location’ be a minimum requirement in the marketing world. Marketers will realize location data is the key to producing successful business strategies.
5. Everyone will make the shift to mobile.
Because the shift to mobile cannot be ignored, location strategies must go hand in hand with the transition. 2017 is the year for marketers to optimize their location efforts in order to obtain data in real-time. The key is to have a more focused eye on the relationship between mobile and location. When executed, advertisers can grow their businesses with the most up-to-date data possible.
