The journey is the destination: The effectiveness of location-based campaigns

This article, produced in conjunction with IBM-owned The Weather Company, explores the challenges of building campaigns based on location data, and what marketers can do to optimise and improve this.

The journey is the destination: The effectiveness of location-based campaigns

Jamie Molnar

The challenges to building campaigns based on location data and what marketers need to do to get there.

As more marketing dollars are funneled into mobile and location tactics, the discussion around data validity is getting louder. Savvy marketers who rely on third-party ad networks to deliver targeted ads and build brand awareness are questioning the ROI of their investments. In fact, a 2015 survey of 300 marketers by Econsultancy and Signal shows modern marketers are starting to doubt the wisdom of this approach.

The study reveals only...

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