Location-Based Marketing Deconstructed

One key metric of the consumer data provided by augmented reality, the internet of things and smartphones is location information. Many marketing teams are moving away from dated insights and looking to real-time user location statistics.

Information like traffic patterns, proximity to retail districts and predictive destination monitoring are and have the potential to merge brand marketing activity with consumer mobility patterns – when enabled by wearables and connected automobiles.

Armed with location data streams, brands are upping the ante, experimenting with personalisation and promotions that have never been tried before. These new location analytics mark a shift to a unified view of the consumer and more real-time analytics at the point of consumer interaction. This is important as retailers struggle with split-second buying decisions.

In this session, Near general manager for South East Asia and Hong Kong Aditi Kohli will reveal how location data can be used by businesses to enhance consumer experiences in the offline world. She will also highlight case studies in segments like marketing and smart cities as well as presenting the verticals where location data can dramatically add value.

Prior to Near, Kohli worked for The Walt Disney company and Turner. She has an MBA from the Institute of Management Technology in Ghaziabad, India.

Curated by: Near


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