These statistics from the Pew Research Center will not surprise marketers: At the current time, 95 percent of U.S. adults own a cell phone, and 80 percent of social activity is accounted for through mobile devices. It used to be assumed in digital marketing that location was unimportant, because a customer who orders online could be anywhere. But as a recent article appearing in Knowledge@Wharton points out:
"With skyrocketing mobile usage comes accurate location data, enabling businesses to understand exactly from where people are publicly posting on social media. They can then use that additional layer of context to deliver messages in the right place at the right time. This lets businesses cut through the noise and find the right moment to engage — rather than to interrupt. The outcome is a more organic, human-to-human interaction between companies and consumers. ...Businesses that are able to re-evaluate and re-think the role of location in marketing, and how to best capitalize on all available data, will be better positioned to grow profitably over companies that fail to do so."
The experts at Wharton believe location-based marketing can have a significant impact on business success. For instance, "Location data enables businesses to delight their guests in unexpected ways, creating powerful moments through timely responses." In addition, says Wharton, "Another benefit of location-based marketing is being able to surface public social activity at competitors’ locations and then using that as a benchmark for your own social performance."
Are you making optimum use of location-based marketing? Read the entire article here: http://knowledge.wharton.upenn.edu/article/location-first-marketing-strategy-pays-off/
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