Unlock the power of location data (part I)

Untitled

Location information has the potential to be a powerful strategic asset for digital marketers. Especially for enterprise advertisers with many locations that are trying to compete on the local level.

Web maps, web site store locators and mobile results are strong drivers of consumers to a business location. Accurate location information is obviously essential to the effectiveness of these drivers. Social networks, directories and search engines (i.e., SEO) are also very valuable delivery agents of consumers. Establishing data continuity and maintaining consistency of location information across these channels can make all the difference between a strong consumer brand experience and a sour one. Continue reading

Advertisements

Apple and Locationary: The Importance of Location Data

Apple’s acquisition of Locationary is another signal in the rapidly evolving ecosystem around location data.

Maps and location have moved from being a specialized utility to center stage in the multi-billion dollar world of search. The data quality struggles Apple faced when it replaced Google Maps on the iPhone with its own map application were just one high-profile example of the challenges and hard work underway in making the entire location marketing ecosystem work. Continue reading