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Quality, Transparency of Location Data Top Concerns for Marketers

Popularity of Pokémon Go, Snapchat focus brands on location-based marketing

December 5, 2016 | Media Buying | Mobile

Client-side marketers in the US appear to be more worried about location data issues than agency professionals. According to November 2016 research, roughly 40% of marketers are concerned with both data quality and transparency.

Concerns About Location Data Among US Client-Side Marketers vs. Agency Professionals, July 2016 (% of respondents)

Throughout June and July, the Mobile Marketing Association, in partnership with Factual, surveyed 400 client-side marketers and agency professionals in the US about location data.

Some 39% of marketers polled said lack of transparency into data sources and methodologies was an issue, compared to 22% of agency professionals who felt this way. Additionally, more than a third of the marketers mentioned other concerns from quality of data (40%) to no proof of ROI (34%).

Understandably, brand marketers have begun to further scrutinize their location-based marketing in light consumers’ excitement over apps like Pokémon Go and Snapchat.

National brands have been looking more closely at their local-level campaigns, and are investigating how mobile marketing technology tools can create efficiencies. Marketers are particularly interested in exploring mobile push technologies and real-time location data, according to a survey by Street Fight in April.

These findings are part of a trend, confirmed by surveys, that show marketers believe they are falling short when it comes to marketing technology, and plan to increase their spending for these tools in 2017.

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