The Power of place
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This session was presented at the 2018 Place Conference in New York City on September 13, 2018.
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The Power of place
- 1. The Power of Place Greg Sterling LSA
- 2. • VP of Strategy for LSA • Covering (and evangelizing) location- based media and marketing since 1999 • Watching evolution of the “local digital market” for nearly 20 years • Analyst, blogger, researcher, lover, fighter, artisanal baker
- 3. A not-for-profit industry association of media companies, digital agencies and technology providers who help businesses market to local consumers. 300 Members | 20 Countries WHO IS LSA?
- 5. place plās/ noun noun: place; plural noun: places; noun: Place • a particular position or point in space • a building or area used for a specified purpose or activity • a person's home ‘Where Are You?’
- 6. Where people live Where they work Where they play Where they shop Who Are You? Signals that offer clues about identity, affinities and intent
- 7. Online Offline Pre-Smartphone ‘Digital Divide’
- 8. The Online KPIs • CTRs • Impressions • Views • Opens • Completes • Mentions/shares • Likes/follows • E-commerce sales Reflect a world that largely ignored offline behavior, where the majority of retail and service transactions take place
- 9. Seeing with One Eye
- 10. 2007: The iPhone Changed That
- 11. Zenith: Mobile devices will drive 75% - 80% of global internet usage in this year comScore (2018): Mobile drives nearly 70% of digital time spent Now the Dominant Platform
- 12. • More than 9 in 10 smartphone owners use location services • Or 240 million Americans Source: Pew Research Center (2016), eMarketer, comScore (2017 – 2018) Location: Audiences, Attribution
- 13. Real-World Movements = More Holistic View of Audience Behavior
- 14. Convergence of Digital & Physical Worlds ©2017 The M.C. Escher Company
- 15. • To understand and identify audiences • Better understand buying behavior, preferences, intent • Competitive insights (where else does customer go, how often) • Contextualize and personalize content/experiences • Match ad exposures with offline actions/visits • Benchmark performance (internally or competitively) • As a financial predictor: earnings, M&A activity A Powerful Data Source and Tool
- 16. Market Maturing, Facing Major Challenges • Data quality and transparency • Privacy • Potential regulation • Differentiation among data providers • New capabilities = new complexity • Understanding on the buy side • Ongoing need for education (consumers, marketers)
- 17. Today, You’ll Hear From:
- 18. • Location and CPG brands • How mobile and location intelligence support traditional channels • Location data accuracy: key questions • Privacy and consumer consent • The future of digital/offline measurement • Event marketing and location data • Driving foot traffic with online inventory • The future of retail and in-store sales measurement • Using location to identify/target your best customers • How location supports custom audience targeting • The needs and interests of buyers They’ll Be Talking About
- 19. Come for the Learning, Stay for the Cocktails Sponsored by