Final yr, Lawless Analysis and Factual discovered 87% of entrepreneurs have been utilizing location knowledge or focusing on of their advertising campaigns. A brand new follow-up survey confirmed comparable utilization but in addition improved outcomes, together with elevated gross sales (89%) buyer progress (86%) and better buyer engagement (84%).
The 2019 survey consisted of 700 U.S. based mostly cell entrepreneurs drawn from a B2B survey panel and included 536 client manufacturers and 164 companies.
Have you ever skilled the next advantages from utilizing location-based advertising and/or promoting?
Solely 24% doing offline attribution. Greater than 9 in 10 surveyed entrepreneurs plan to make use of location knowledge sooner or later. Nevertheless, surprisingly, solely 24% are utilizing or plan to make use of it for retailer visitation or offline measurement. In accordance with the report, “The first use of location knowledge is for focusing on (67%) and 52% use location knowledge for viewers engagement, marketing campaign technique and buyer expertise or personalization.”
It’s mysterious why extra aren’t utilizing offline attribution, however the report and the survey don’t discover that query. And if 89% are seeing elevated gross sales from use of location, how is that being tracked? (Probably by matching first celebration transaction knowledge with advert exposures.) Nevertheless, these 700 entrepreneurs are usually not all driving e-commerce transactions.
How do you presently use (or plan to make use of) location knowledge in your campaigns?
Supply: Lawless Analysis/Factual (2019)
Cell is the primary channel presently seeing use of location knowledge (81%). Nevertheless the survey discovered that entrepreneurs plan to make use of it in different channels: superior TV (49%), digital out-of-home (47%), sensible audio system (45%) and automotive (28%), which isn’t itself a channel. Greater than an actual illustration of the place will probably be deployed, these findings point out the market sees location as a flexible device to be used in lots of contexts.
Web site site visitors nonetheless high KPI. One other very attention-grabbing discovering issues measurement. Most of those entrepreneurs are utilizing site visitors to their web sites because the principal measure of marketing campaign effectiveness. I’d see this as a common assertion about all campaigns and never simply these involving location knowledge.
Except “purchases or gross sales,” “gross sales raise,” “attribution modeling” and “in-store visits,” these are both model metrics or “proxy metrics” and never tangible enterprise outcomes. This would appear to replicate a common lack of measurement sophistication, given the out there instruments.
Which of the next do you employ to measure digital promoting effectiveness?
High quality and accuracy are the highest concerns for these entrepreneurs in working with location knowledge companions. On this level entrepreneurs have gotten extra subtle and more and more (62%) in trying behind the scenes to know how the info is being collected.
Why we should always care. This report exhibits the mainstreaming of location as a horizontal device for viewers segmentation and focusing on throughout channels and classes. Nevertheless, there’s nonetheless an extended technique to go, it seems, on the subject of measurement. The low location-attribution determine (24%) could be very shocking and considerably inconsistent with anecdotal conversations I’ve had with different knowledge suppliers and platforms.
One other subject not absolutely mentioned within the report, privateness compliance, might be more and more essential when utilizing location knowledge. CCPA, which takes impact subsequent yr, may considerably affect the flexibility of entrepreneurs to make use of third celebration location knowledge of their campaigns.
About The Creator
Greg Sterling is a Contributing Editor at Search Engine Land. He writes a private weblog, Screenwerk, about connecting the dots between digital media and real-world client habits. He’s additionally VP of Technique and Insights for the Native Search Affiliation. Observe him on Twitter or discover him at Google+.