Location data use once centered around targeting consumers in a certain location with applicable ad messages. Experts are calling today’s marketplace “location data 2.0. Advertisers are now able to collect location data over time and then create consumer profiles based on consumer’s location history.
Location Data Use: How it Works
When consumers allow location tracking when downloading mobile apps, marketers can collect rich data. Last year, Goodwill utilized location data tracking. The company targeted shoppers who had been to a thrift or second-hand store recently. Goodwill then ran ads to those consumers to convince them to donate their rarely used items to charity. With location data tracking, advertisers have access to more data than ever before. Surveys and other more traditional methods cannot collect such insightful and rich data.
n game. A Delmono study measuring 21,500 Snapchat stories found a 40% drop in unique viewers between July and November 2016. Interestingly enough, Instagram stories came out during that period, in August 2016. In addition, Snapchat’s growth rate of daily active users has been dramatically decreasing in recent months. Some market experts speculate that Snapchat’s growth might have plateaued. These insights are important to consider for brand marketers, especially those in influencer marketing. When deciding which platform to use, there are also several other differences to consider.
