At this stage in the mobile age, most marketers and business owners have come to understand that location data can be a significant help for proximity targeting: reaching someone when they are in or near a storefront or point of interest.
What’s less understood is how much true accuracy helps in identifying and targeting that place, and why precise business boundaries are needed. xAd created an infographic to help brands, businesses and marketers better visualise why place accuracy matters. We looked at public statistics on the amount of businesses opening, closing, moving and much more.
Here are four facts we learned along the way:
- According to the US Census, of the 32m businesses registered in the US, 18m have brick-and-mortar locations
- Across the US, a net loss of 40,000 businesses shut their doors each year
- Traditional methods of geofencing miss three-quarters of the business area on average due to dependence on street address and lack of true place accuracy
- For every $4 spent to target place visitors, only $1 reaches the intended audience, resulting in a lot of wasted budget
The moral of the story is that when it comes to mobile marketing, “where” shouldn’t mean “somewhere over there” – download the infographic using the link below.
• Download the infographic here
To find out more about the potential of location marketing, get in touch with the xAd team at contactus@xad.com
This advertisement feature is brought to you by xAd, sponsors of the Guardian Media Network’s Future of advertising hub.
