Even smart brands with strong marketing partners sometimes struggle with the complexities of location data. It’s an obstacle that can discourage advertisers from leveraging the most effective approaches to mobile marketing, and it can hinder growth overall.
The scale of the challenge is significant. According to a June 2017 study that our company commissioned from Forrester, 94% of surveyed advertisers said they grapple with difficulties in working with location data. It is a story that brands have been telling for some time, too. For example, Greg Sterling, vice president at the Local Search Association, recently wrote about advertisers addressing location-based challenges. Here’s the good news: With a shift in strategy and marketing mix, the location-intelligence challenge is a dynamic that advertisers can change.
In the following sections, we look at location-data roadblocks, and we put a spotlight on the benefits location intelligence brings to campaigns, boosting an organization’s mobile-marketing maturity along the way.
Mobile-Marketing Maturity: Location Data Drives Its Growth
How do we define mobile-marketing maturity?
In a nutshell, there are three factors in play: A mature business supports mobile-marketing initiatives and assigns an organized team to achieve them, the organization effectively plans and executes on mobile strategies and the organization puts a system in place to measure mobile-marketing outcomes. These findings, in turn, fuel future strategies.
In our study, when we looked at brands with all three of these elements in their marketing mix, we identified the following common outcomes.
• Mature organizations using location data to achieve rich consumer insights were 12% more likely than their less mature peers to report increased ad-content relevance.
• Advertisers in this same category reported other brand benefits as well. For example, mature organizations were directionally more likely to increase brand awareness than their less mature peers (a 5% difference in likelihood). Brands also saw benefits to marketing ROI and targeting outcomes.