Veeville Office

A new survey of 700 in-house and agency marketers using mobile marketing finds that 87 percent are using location targeting. A large majority of respondents reported positive results.

The report was written by Lawless Research and commissioned by Factual. Survey respondents were from a wide range of industries including automotive, CPG, financial services, travel and others. The breakdown of respondents included over 530 from brands/in-house marketers and the remainder from agencies. They were screened on the basis of whether they did mobile marketing and were then asked about their use of location and location data.

As one would expect, ad targeting was the main use of location, but personalization and improved customer experience were close behind, as was “audience engagement.” The reported benefits seen by respondents largely mirrored those objectives: customer growth and engagement. Audience insights also ranked highly.