According to a study by Morning Consult, 62% of consumers in May 2021, felt more comfortable visiting a mall, compared to 23% in 2020.
With the COVID-19 restrictions being lifted in the US and more people getting vaccinated, location-based mobile marketing is relevant again. However, with Apple’s recent iOS 14.5 update allowing consumers to choose to opt-out of tracking, marketers should attempt contextual targeting.
Further, contextual targeting among marketers trying to target consumers on smartphones, including iPhones, has grown, with consumers now shopping in-stores. Jesse Rosenschein, vice president of Mediaassociates, says, "Contextual targeting uses strategies that are independent of a persistent, unique identifier”.
While marketers can leverage data logs from mobile carriers like T-Mobile to create and deploy targeted ads, precise location data is limited. However, brands with loyalty programs can use geo-targeting to reach out to consumers via push notification and serve contextual location-based ads.
[4 minute read]