Joining the dots around the consumer: The future of mobile location data
In the last few months, The Drum has been on a journey with Verve in the back of a London cab exploring the ins and outs of location data. In the final episode of Everything You Need to Know (EYNTK) About Location-Based Advertising, Ian James, general manager international at Verve, explores the future of mobile location data intelligence.
Over the course of the series, James has explained how data derived directly from the device opens up a whole world of new opportunities for marketers – enabling them to target consumers based on individual preferences, demographics and their real-world purchase behaviours.
But what does the future hold? In this episode James gives the example of younger generations, such as Generation Z who have never lived without a mobile device, and how brands now need to go beyond using traditional loyalty programs to match their expectations.
“The percentage of people who say that a loyalty program makes a store more special to them, drops from 45% with millennials to 30% with Gen Z. Gen Z expect retailers to make their lives more convenient,” he says.
Watch the full video as he reveals how brands can unlock enhanced consumer insights with location data to send personalised messaging.
See last week’s episode as James talks about using location data to bridge the digital and offline gap.
Other episodes in the series
Marketers need to upgrade how they derive location data: Everything You Need to Know series returns
The Drum’s Everything You Need to Know (EYNTK) series is back, discussing the opportunity behind location-based advertising, in partnership with location-based marketing platform Verve.
Accurate versus precise location data: why marketers need both to create smarter consumer segments
Location data needs to be both accurate and precise for it to be effective. But most marketers cannot tell the difference between the two. In the second episode of Everything You Need to Know (EYNTK) about location-based advertising, Ian James, general manager international at Verve explains how to bring them together.
The source is everything: how marketers can distinguish between good and bad location data
According to research by Forrester and Verve, a quarter of marketers said there is not enough clarity on the sources of collected location data. In the third episode of Everything You Need to Know (EYNTK) about location-based advertising, Verve’s general manager international, Ian James explains the best way to derive location data.
How location data can bridge the digital and offline gap
A big challenge faced by marketers is bridging the customer experience across physical stores and digital channels. In the penultimate episode of Everything You Need to Know (EYNTK) – About Location-Based Advertising, Verve’s general manager international, Ian James explains how location data can help minimise this gap.
Mind the gap: How location data bridges the digital and offline customer experience
Tracking customers across digital and offline channels is a huge challenge for marketers. Especially when the customer journey continues to be rather complex since, first, the advent and rise of digital shopping and buying, and, more recently, the same phenomenon on mobile devices, while trying to unite disparate data sets to provide a single customer view across channels.
The future of location data: how will brands adapt to consumer expectations?
If location data lies at the heart of personalised experiences, how can brands use data to join the dots around the consumer? In the final installment of a five-part series from The Drum and Verve on Everything You Need to Know (EYNTK) About Location-Based Advertising, we explore the future of mobile location data intelligence.