If you're not bullish about location yet, you're going to miss out on opportunities like attribution, direct response, and CPG incentives. We asked Neo@Ogilvy's group media director for insights.
Location-based marketing is a misleading term. Yes, we can still pop up a Starbucks coupon when someone is near a store (the age-old example). But in the current marketplace, location is used not only for real-time incentives, but as a way to identify and harness intent. Experience and context is much more nuanced than geo-tracking alone. And the data is getting impressive. For example, it's sometimes possible to track the path between a web search and an in-store purchase. iMedia's Bethany Simpson spoke with Neo@Ogilvy partner Sacha Xavier.
Conversation highlights 0:00 — Tracking behavior after a web search 0:54 — Companies are going to start integrating location-based marketing into everything they do 1:27 — Opportunities like direct response and performance tracking 1:45 — An increased adoption rate with consumers 2:18 — CPG incentives Run time is 2:53
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