The future of personalization: How brands can win with location-based marketing

Location has long been an effective way to engage or find customers in different areas. Yet, many businesses have shifted away from local marketing as lost signals, identifier deprioritization, and evolving privacy laws have made granular audience targeting difficult. Plus, without the right partner, using location for audience targeting can be expensive, challenging to execute and measure, and not scalable across target market areas.

However, these challenges can be solved by incorporating local approach into campaign strategies. Using location correctly, brands can combine messaging with media to make their marketing more relevant to consumers while respecting their privacy. 

This white paper from DAC and AdAge explores the datasets, tools and strategies that brands can use to implement an Enterprise-to-Local approach and nail the “right place” aspect of their marketing strategies. Marketers will learn how to:

• Precisely collect and leverage the correct data and insights.

• Ensure efficiency and local relevance while continually scaling reach.

• Integrate paid media, SEO, local listings, etc. for a creative content strategy that fits the local market.