Survey of Mobile Marketers Highlights Growing Focus on Location Data, Social Media

Survey of Mobile Marketers Highlights Growing Focus on Location Data, Social Media. A new industry-sponsored study of mobile advertisers and agencies offers guidance for hyperlocal marketing providers. Big brands and their agencies are increasing their mobile marketing efforts, with a keen focus on location data and social media integration. Forty-six percent of marketers and 47% of agencies rated location data as critical. Local data quality was the top concern for both marketers and agencies. One of the most striking findings from Street Fight’s State of Hyperlocal executive survey analysis was the prominence of data and analytics as a vendor investment focus, particularly in comparison with last year. Social media was either the number one or two priority, syncing nicely with the mobile advertisers’ interests, as identified by the MMA. Local data as attribution solution? The MMA also asked how the marketers and agencies were using local data. A significant portion of the MMA marketers said they had used local data to measure marketing effectiveness (57%) and for attribution (53%).

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A new industry-sponsored study of mobile advertisers and agencies offers guidance for hyperlocal marketing providers. Big brands and their agencies are increasing their mobile marketing efforts, with a keen focus on location data and social media integration.

The Mobile Marketing Association recently released a report sketching out the key findings from a survey it conducted this summer of 400 big brands, retailers and agencies. The study confirms some of the patterns Street Fight is seeing among big national-to-local marketers, and shows that hyperlocal tech and marketing providers’ investments are in line with their needs.

Some highlights from the MMA study include the following:

  • The MMA calls out as the most important survey finding the importance of location in mobile marketing. To the survey respondents, it’s not just about reaching an audience on its most-used device, it’s actually about using location data for targeting, audience behavior, etc. Forty-six percent of marketers and 47% of agencies rated location data as critical.
  • Almost two-thirds (66%) of marketers used location data within social media. That outpaced search, display advertising, video, and content marketing.
  • Mobile spending correlated with experience. The most experienced mobile marketers devoted a larger portion of their budget to mobile than those who deemed it a relatively new, but strategic investment and those who were just testing and learning. That’s unsurprising, but an encouraging indicator that they’re pleased with results.
  • Local data quality was the top concern for both marketers and agencies. And the marketers were particularly concerned about a lack of transparency in data sources and methodologies.

When asked to compare…

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