Comply with local regulations to better utilise location data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2021, 11:48 AM UTC

Improve paid marketing campaigns across channels via local SEO insights.

Companies that want to leverage location and customer-centricity should analyse "local intent" data at various stages during the customer journey. Implementing a location data-based marketing strategy could help businesses benefit from the 700% rise in location-focused search queries since COVID-19.

Assess local consumer demand patterns to address the shift in demand via marketing messages and enhance campaign performance. Marketers can also use location data to create content that recommends local establishments to inform their consumers buying decisions.

Adopting a location-first approach can help brands in complying with local data regulatory bodies and develop marketing campaigns that respect consumers' privacy. Brands would do well to link their companies with Google My Business inventory ads to improve their location-based marketing efforts.

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