An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
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.”
Register or Login to continue
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.