Brands from retailers to restaurants are set to spend more than $30 billion on location-based marketing in 2020. Why? Because it works. According to a report by Factual, roughly nine in 10 marketers say location-based marketing drives higher sales.
Most brands have adopted push marketing as their preferred location-based tactic. Push marketing is exactly what it sounds like; it “pushes” brand and product information to prospects and customers through channels like SMS, email, in-app notifications, and display ads. The campaigns are triggered by the geodata from consumer devices and can be personalized based on that data.
The location-based push approach, however, is under threat. It relies on granular consumer data that is becoming increasingly difficult to track and collect. As privacy regulations put consumers in control of their online information, brands must rethink their location marketing strategies.
Data privacy online is changing
Privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and the California
Article source: https://streetfightmag.com/2020/02/20/privacy-regulations-shift-location-based-approaches-from-push-to-pull-marketing/
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