5 Essential Rules of Location Data
Recent research has shown that between 80 and 90% of people have their location turned on at all times. For marketers, this isn’t just some boring statistic about how many people have their eyes glued to their phone screens during the day (and well into the night...) – this is highly valuable information!
The proper use of location data can do wonders for any business. But, before you fire up your laptops and smartphones read these 5 essential rules for using location data:
Privacy first: This is an important one, for obvious reasons. If GDPR rules are not followed to the letter, all companies are running a risk of facing fines – large fines, that is. No-one is excluded from following the rules. Take Google as an example – back in Jan 2019 they were fined €50 million – which remains the biggest GDPR fine issued.
Be transparent: Another biggie. Always make sure that users have a transparent understanding of how their data is used and where it is stored. Also, make a point of informing them of how the usage of their data is bringing added value to their overall experience. Seems fair, right?
Customise for different segments: This is the kind of impact factor that can make or break your marketing. Segmentation is crucial since every one of your customers doesn’t really want to feel like ‘just one of your customers’, right? They want to feel special. So, make them feel special. Use the location data as insight into how to talk directly to them – you now have the tools to tailor a perfect personalised message that will make your customer feel heard.
Don’t lose sight of previous markets: Now, this essential rule is about balance and consistency. While using location intelligence is opening up so many new possibilities and new markets, it’s important not to lose sight of the primary markets.
Make use of the new type of location data: The final rule is about getting a better insight into the buyer persona. We used to do this by looking into factors such as age, income, education, or demographics and that is just fine and still relevant. But, with the use of location data, we can now go even further and look into where the buyers are moving, how long they are staying there, how often they visit. Pretty convenient for us marketers, wouldn’t you say?
So, there you have it! 5 essential rules that would go a long way to properly implementing the use of location data into your marketing strategy.