{"id":4730,"date":"2021-01-25T03:23:37","date_gmt":"2021-01-25T03:23:37","guid":{"rendered":"https:\/\/techclot.com\/index.php\/2021\/01\/25\/report-location-based-marketing-is-increasingly-valuable-but-data-accuracy-remains-in-question\/"},"modified":"2021-01-25T03:23:37","modified_gmt":"2021-01-25T03:23:37","slug":"report-location-based-marketing-is-increasingly-valuable-but-data-accuracy-remains-in-question","status":"publish","type":"post","link":"https:\/\/techclot.com\/index.php\/2021\/01\/25\/report-location-based-marketing-is-increasingly-valuable-but-data-accuracy-remains-in-question\/","title":{"rendered":"Report: Location-based marketing is increasingly valuable, but data accuracy remains in question"},"content":{"rendered":"

Report: Location-based marketing is increasingly valuable, but data accuracy remains in question<\/a><\/p>\n

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Marketers globally and across the region are seeing increasing value in location-based services and data targeting yet concerns about the accuracy of such data remains rife, a recent report has found.\n <\/p>\n

The Location Based Marketing Association (LBMA)\u2019s latest Global Location Trends<\/em> report found that when it comes to the location and targeting-based data available to them, marketers are increasingly realising value in using location-based data to influence and engage audiences. Just over seven in 10 respondents globally consider location-based marketing to be important or very important.\n <\/p>\n

The report\u2019s authors noted COVID-19 and government application of location data in contact tracing over the last year has had significant impact on public perception of location data as something that goes beyond selling and promotion and drives public health awareness. <\/p>\n

As a result, 80 per cent globally saw currently available location-based services ad targeting data as valuable and 81 per cent said it was actionable. In APAC, the figures were 79 per cent and 81 per cent, respectively. Yet only 57 per cent of global respondents believed currently available LBS ad targeting data was accurate, including 53 per cent of APAC respondents. <\/p>\n

The fifth annual survey found 95 per cent of global companies are already using location-based services and data to reach customers, up 10 points year-on-year and 18 per cent between 2018 and 2020. <\/p>\n