New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Location intelligence is useful to optimise physical experiences.

This piece states some digital trends shaping customer experience (CX) and marketing in 2020. The next generation of CX, delivered via voice or mixed reality or 5G, must be crafted as native experiences. Further, discoverability must be based on customer moments, intentions and devices.

Due to 5G, new opportunities to design richer, more immersive and personalised CXs will emerge. This is because 5G is capable of transmitting more data than brands can analyse and execute. The author also notes that the use of machine learning and AI could help marketers “recognise patterns of humanity and aspirations to deliver more meaning”.

The use of location intelligence (LI) is expected to add layers of data like traffic and weather patterns and demographic. This can lead marketers to understand location behaviour and optimise physical experiences.

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[5 minute read]

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