Today, more than 40% of people consider their mobile phone as the most important resource for information. While mobile has become the first screen for many consumers, marketers spend only 10% of their advertising budgets to reach consumers where they are, and where they find the most important information. With consumers now relying on their mobile devices to do just about everything, the question has evolved from “how do I use mobile marketing” to “how does mobile fit in the overall customer experience across all my channels?”
Location has become the key for marketing looking to bridge the gap between consumer’s activities on and offline, using the mobile device as the context for consumer intent. According to BIA/Kelsey’s latest estimate, location is one of the fastest growing segments in mobile marketing, with US location-targeted mobile ad revenues projected to grow from $4.3 billion to $19.3 billion from 2014-18 - a 35 percent annual growth rate. As usage and buzz around location continues to grow, now is the time that all marketers need to understand the context of location in mobile marketing and beyond.
Scott Zalaznik, current Head of Global at xAd and formerly head of digital at Sprint, explains how marketers and their agency partners can use location for a competitive advantage.
Attendees will learn:
- How location creates a new understanding of audiences across the consumer journey
- How to use location insights to tailor marketing strategies at the most pertinent points in the path to purchase
- Case studies from national brands that show how to turn the context of location into real-world actions
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Director of Marketing