It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
The Pokemon Go app that took over the world in July not only put augmented reality back on the map, it also threw location intelligence back in the spotlight as a powerful way to engage consumers and build strong customer relationships.
A recent study by the IAB Australia revealed 66 per cent of marketers believe location data is now the most exciting opportunity in mobile in 2016. Earlier this year, Forbes also noted 40 per cent of all advertising spend by 2019 will be based on location data.
“In today’s digital economy, customer experience is the new frontier for any brand to thrive in, and contextually seamless service delivery is the key for customer experience excellence,” managing director of digital brand agency Webling, Deniz Nalbantoglu, tells CMO. “Location data, combined with smart intent interpretation, is one of the main pillars of delivering this aspect very well.”
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