15 min read time


The value of diversifying data to see the bigger picture

Can you truly know your audience based on the content they read online? Imagine someone reads a football article. As a result, you could assume that this person has an interest in the sport. Following this logic, it would be understandable if you then assumed that this person might want to buy some football boots. But in fact, the person has never played a game of football in their life. This is the issue with online content data – it reveals a glimpse of information but doesn’t give you the full picture. 


Location data maps the real lives of your audience

Real-world intelligence, derived from location data is providing much deeper insights into customer habits and interests than ever before. Of course, location data isn’t just about knowing the real-time whereabouts of your audience. It’s a data set that measures offline behaviour. So, the real value of location data is in understanding where, and therefore how consumers spend their time. It’s real-life mapped. 


Equipped with this enriched knowledge of consumers’ lives, your brand can build a more accurate picture of who your audience is and what they do. This will enable you to target the right ads at the right time to people who can benefit from your products, increasing the effectiveness of targeted advertising. 


What location data adds to the picture

Brands should look beyond basic audience profiles like “all men who read about fashion” and utilise the gold mine of information provided by location data platforms. These insights help paint a much more detailed picture of your audience. 


Today, this information can even reveal how your audience might be feeling. Think about it – if you know whether your customers are on their way to a restaurant or commuting to work by train, this will give you a better indication as to what mood they are likely to be in. The depth of this insight is going to better inform what message you need to deliver to resonate at any specific moment. 


Smart marketers need to think past the short-term because the value of location data stretches beyond the here and now. By following the breadcrumb trail of location data, you can understand the types of places your customers, and potential customers, have visited in the past. 


With this knowledge, you will be in a much stronger position to predict where people are likely to go tomorrow night, on a Saturday afternoon or during a lunch break, giving you valuable information to use when targeting ads. For example, the person who played five-a-side football on Wednesday is likely to play again next week, meaning they are far more likely to need some new football boots than the person who just watches football in their local bar or reads online articles about football. 


How consumers can benefit from location-based marketing

What this shows is that location data helps brands as much as it helps consumers if brands start using or even layering on location data to improve targeted advertising. Used to being bombarded with annoying ads that advertise irrelevant products, consumers can instead look forward to a life full of useful and timely ads that enhance their lives. 


Imagine you have just walked onto Kalverstraat, to do some window shopping. Suddenly, you receive ads from stores located on that street. As a window shopper, you haven’t anything specific in mind, so these ads are going to improve your shopping experience by showing you what’s on offer today. Or if you’ve just woken up on a Saturday morning and can’t think of what to do, brands can share deals about what is happening within 3 kilometers of where you live, whether it’s a brunch for €17 or a trip to Zandvoort aan Zee, to do some Kitesurfing. 


This is the level of convenience that brands can offer to consumers building stronger relationships with their audience. But without location data, none of this is possible.

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