Location-Predictive Marketing

Location-based marketing is maturing. Marketers are comfortable with the two established dynamics of the practice: Either consumers voluntarily offer them their location data by "checking in" or agreeing to share data through agreements in apps or, alternatively, marketers cull location data from consumers' Internet Protocol (IP) addresses and interactions with geofences. Based on this, brands then serve consumers with targeted advertising or offers intended to reward them for giving up this data. However, while the practice has proven successful for some marketers, it operates in a narrow window: the present. In this report, we explore the next stage, location-predictive marketing, and show how marketers can prepare for it — tapping location data to more effectively gauge people's needs throughout their customer journeys, not just in the present.