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3 ways location-based marketing is revolutionizing consumer targeting

3 ways location-based marketing is revolutionizing consumer targeting iMedia Editors

Granularity: One of the biggest challenges in location and how to fix it

The right location data can completely change the way you interact with consumers. Understanding the nuances of consumer activity -- their habits and frequency of activity -- and delivering the right message at the right time is imperative to truly connecting. The granularity of how you can use location data to have even more nuanced targeting has been a big challenge, and smart companies are making revolutionary inroads to address it.

Few are as well versed in the world of location-based marketing than Ocean Fine, vice president of agency and strategic partnerships at Factual. She speaks to iMedia about which data is important for effective ad targeting, and why getting granular with your data will help you reap the rewards.

What are the most exciting aspects of location-based technologies today and moving forward?

Geofencing is only one location tactic for delivering the right ad. But what makes your ad targeting truly superior is understanding consumer patterns. Using location data to build rich consumer profiles and to learn how consumers move through the world is the next exciting use case for location data and goes beyond what traditional geofencing alone can give you. Understanding who your customers are will better help you to deliver the relevant messaging.

Fine continues our conversation by talking about how studying patterns will help your understanding of consumers, and the most exciting upcoming developments in location-based tech.


How can location-based advertising can help market your brand?

Understanding who a consumer is on mobile can be difficult, partially because there is no cookie or consistent tracking. On mobile, the best way to learn about your consumers is to learn how they move about through the world. Following a consumer's browsing history and app-usage history can be very misleading, but using location patterns can give you a better idea and a unique understanding as to how to target that same consumer. Those patterns unlock a truly rich customer profile.

Fine ends our conversation by talking about the challenges in making sure that the data provided is accurate and relevant.

Learn more about Factual and how to incorporate location data into your mobile strategy.

iMedia Communications, Inc. is a trade publisher and event producer serving interactive media and marketing industries. The company was founded in September of 2001 and is a subsidiary of Comexposium USA.  ...

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