The marketing of the future is location-based
Alexander Handcock, Senior Director Global Marketing at Selligent Marketing Cloud, explains why local relevance is becoming increasingly important in times of digitalization.
When it comes to the question of what makes a successful marketing campaign in 2019, a comparison with the real estate sector comes to mind: Location determines value! The geographical location of the customer. Consumers are used to their cab picking them up exactly where they are. They read online reviews for the best restaurants in their area and use apps to find the nearest parking lot. Local relevance is therefore one of the decisive keywords when it comes to marketing messages in the age of digitalization.
For this reason, more and more marketers are investing large parts of their budgets in this segment: spending on location-based marketing messages in the USA will amount to 26.5 billion dollars this year; for 2022, this figure is expected to rise to 38.7 billion dollars. This is because location data offers far-reaching potential if you know how to use it creatively. Alexander Handcock, Senior Director Global Marketing at Selligent Marketing Cloud, shows three reasons why no marketer should let this potential slip through their fingers:
1. location data has arrived in the mainstream
70 percent of marketers use so-called GPS background data (i.e. data that is continuously recorded by mobile devices so that certain apps work) for location-based marketing. 58 percent rely on Wi-Fi. Over 30 percent of all Google searches record the location of the searcher, as do social media platforms and a large number of apps. Accordingly, it is very easy to obtain location data - at least if the consumer has consented to its collection.
2. location data is easy to obtain
53% of marketers who use budget to buy location data report higher conversion rates and sales that they attribute to location-based advertising messages. Remarkably, consumers appear to have few concerns when it comes to their location data: when asked what type of personal data they would like to delete in the course of a GDPR request, 61% of Western European consumers cite personal identifiers such as ID numbers - but only 9% cite the location data collected from them.
3. customers demand local relevance
Personalization has been a must-have in the marketing sector for several years. And nothing has changed to this day, as the customer's location is a key factor when it comes to personalized offers. Today's discerning customers demand personalized service and personalized messages. They want live mobile content that is tailored to their current situation. 42% would be more likely to use an app if it is able to offer location-specific personalization.
In order to meet these demands, marketers need a powerful platform that combines personal data and comprehensive omnichannel features to create a contemporary customer experience. This ensures that consumers are always reached on the right channel and with the right message - no matter where they are.
Alexander Handcock started his career as a content marketing expert for the German Foreign Office and then moved to a creative agency developing multi-channel campaigns for global brands such as Microsoft, Allianz and AMD. After a short stint as Head of Marketing and PR at German telco tech start-up tyntec, Alexander joined Selligent Marketing Cloud five years ago. A bilingual Brit who regularly speaks at marketing conferences across Europe, Alexander is currently focusing his energy on contributing to the rapid growth of Selligent Marketing Cloud as Senior Global Marketing Director.
About Selligent Marketing Cloud
Selligent Marketing Cloud is a powerful B2C platform for marketing automation. True to the motto "Maximize every moment", we offer sophisticated relationship marketers all the tools they need for sustainable customer relationships. With natively integrated AI capabilities, robust data architecture and powerful omnichannel execution, Selligent Marketing Cloud sets new standards in digital marketing and helps marketers to easily reach precisely segmented audiences with highly personalized messages across all key channels. More than 700 brands across retail, travel, automotive, publishing and financial services rely on the proven Selligent Marketing Cloud platform. With 10 offices in the US and Europe and more than 50 agency partners, Selligent Marketing Cloud is active in over 30 countries worldwide and offers localized, personalized services.
