How will local marketing change this year? From apps to beacons to mobile wallets, columnist Adam Dorfman covers six trends local search marketers should pay attention to.
How should businesses think about location marketing in 2016?
With more than 50 percent of all computing currently being done on mobile devices, I believe location marketing is on the cusp of exploding into something new: Becoming the foundation for all marketing.
The increasingly strategic value of location data and the strength of mobile will make local marketing more of a foundation of all of marketing. Here are six key trends shaping the local marketing landscape in 2016:
1. Location Data Will Become The Foundation For Local Marketing
For quite some time, businesses have treated location data — such as their names, addresses and phone numbers — as a passive asset that protects their brands. Keep your location data accurate, and you make it easier for searchers to find you.
But brands are realizing that data aggregators such as Localeze and publishers such as Apple and Foursquare can be powerful partners to amplify location data across the digital world where customers live, search and shop.
As a result, businesses have a new imperative: to make their data more accessible by unleashing it through relationships with major publishers and aggregators, as well as carefully curated vertical market platforms.
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