Harmelin Digital Reviewer: Erica Gilmore
It will be important to utilize location data from mobile devices as mobile usage and advertising continues to increase year over year.
What this means for marketers: A crucial tool for marketers in 2016 will be mobile location data. 74% of consumers with smartphones now use location-based services. By using this data, the mobile experience can become personalized with custom mobile creative executions. Marketers can also use this information with competitors by targeting specific business locations or a radius around the competitor’s location. By utilizing real time mobile location data, the potential customers can be reached at the appropriate time within the customer purchase funnel. Harmelin will continue to partner with mobile vendors to incorporate this location data into mobile placements and campaigns that are more relevant and engaging ad experiences for mobile users.