Measuring the Value of Location Data — Digital Marketing News This Week
Photo Credit: More travel brands are realizing the power of location-based marketing tools to achieve business goals. Frame
Skift Take
The key question for travel marketers is no longer "Does location-based marketing work?" but "When does this start to get creepy?"
Location marketing has all the makings of an "easy win" for travel marketers. Not only does it let travel brands target consumers based on their current position, it also collects a wealth of data about where visitors eat, shop, and play in a given destination.
Yet many travel marketers remain hesitant to experiment with the discipline, citing questions about location marketing's return-on-investment (ROI).
But as some case studies have illustrated, location marketing campaigns can be a powerful tool in a brand's arsenal. Marketers just have to know how to use it properly. Recent campaigns, like those from the Asheville tourism board (see below), demonstrate the incredible sophist
