Don’t Panic: Location-Powered Mobile Marketing is (Still) the Future of Advertising

What a long-term commitment to our media partners really requires when it comes to location.

Mobile marketing is a business built on constant, unrelenting change, and things can get wild out there.

As such, you’ll see moments of fear come through in articles like this recent Business Insider piece. As its writer reports, even the seasoned players in our space say they’re worried enough about Facebook and Google and Amazon that they’re potentially opting out of the advertising sides of their operations, realigning to be more or less data-only providers.

I get it—it’s tough out there being a small David trying to innovate in a world of Goliath-like monopolies that suck the air out of the digital-advertising marketplace. That said, we can’t let the triopoly define us. There’s no way around the facts: Location data is a very important part of the consumer mobile experience. It’s the secret sauce, and it’s what makes mobile one of the most powerful mediums to engage consumers—ever.

The mobile device is with us all the time, and consumers love location when it works in their favor. They have always said “yes” to providing location, ifthe data helps deliver better services and solutions on their screens. Our own recent research tells us that one third of respondents, even if they’d previously withdrawn data permission, would opt back in to data sharing if brands can show them more relevance, more personalization, and more offers as a result.

So why all the recent talk of going data-only? Let’s take a closer look at what a long-term commitment to our media partners really requires when it comes to location, minus all the triopoly panic.

{Read the rest of this article at Street Fight}

Tom Kenney is CEO at Verve.

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