Location-based targeting and foot traffic attribution are becoming common tactics used by marketers and agencies to improve brand reach. Advertisers are finding that location-based segments and attribution give them better campaign results and deeper insights about their audiences. Despite the wide use of the technology, best practices have yet to surface.
The following 5 influencers are at the forefront of location-based marketing and innovation, and can help you stay ahead of the curve. We expect that in 2017, we’ll see advertisers knowledge of location mature and we’ll see advertisers make more accurate and informed decisions about how to use location in their campaigns.
Make sure you're up to speed with industry trends by following these 5 location influencers:
One of the first location influencers in this space - Aaron Strout - is the co-author of Location-Based Marketing for Dummies (Wiley). He currently serves as the President of Integrated Marketing and Communications at the WCG agency while still being an avid blogger, podcaster and speaker. Earlier in his career, Aaron spent time as Head of Marketing and Social Media at Mzinga and Powered/Dachis Group (now Sprinklr). Before heading off into the startup/agency world, Aaron worked at Fidelity Investments for nine years in a variety of digital marketing roles. He tweets regularly about branding, mobile, social and location.
Another pioneer in the location space, Greg Sterling started his career as a lawyer. His strategic thinking and early analysis of how the offline and online worlds were converging led him to become a local search guru. The growth and need for local search expertise led Sterling to create his own consultancy to advise businesses on how to best navigate the new world of digital media and local context. In his current role of VP of Strategy and Insights for the Local Search Association (LSA), he bridges the education gap between marketers and location experts, regularly hosting events and publishing loads of content from blog posts to podcasts. His contributed articles and presentations cover all areas of location use cases including geotargeted ads, multi-channel shopping, offline behavior and the emerging mobile marketplace.
Aubriana Alvarez Lopez
Aubriana was a mobile influencer before most advertisers knew what to make of mobile. She’s become an expert in helping businesses improve their mobile strategy using Location-Based Services and data implementation as the keys to better customer experiences. As Chief Mobile Strategist at Digital Element, she oversees product direction, strategic partnerships and business development for all mobile initiatives. Digital Element is a leader in IP geolocation, serving customers such as Twitter, Facebook, Yahoo!, ESPN, eBay, DoubleClick/Google’s ad network, Microsoft, Apple, The New York Times and more.
Aubriana also serves as President of the Atlanta chapter of the Location Based Marketing Association (LBMA) - an international group dedicated to fostering research, education, and collaborative innovation at the intersection of people, places and media. In this role she guides the efforts to educate, share best practices and establish guidelines for growth with retailers, agencies, advertisers, media buyers, software and services providers, as well as wireless companies.
Follow her on Twitter @AuBriLo or tune in to her LBMA podcast here.
Most people familiar with the location space know David Kaplan as managing editor of Yext’s GeoMarketing.com, but he has a deep history in journalism working in New York City for over 20 years. Kaplan got started in the world of location and mobile as a reporter at AdExchanger, paidContent, Adweek and MediaPost, so his knowledge spans both digital advertising and mobile location. His specialties include competitive benchmarking, product strategy and location industry trends, so follow him to stay up to date with where the industry is heading.
As SVP of Product at Skyhook, David is responsible for designing the next generation of disruptive location technology. David has a host of mobile, product leadership and general business experience stemming from his time at Thomson Reuters, Catalina and JP Morgan. Prior to Skyhook, David formed and led all of Catalina Marketing’s mobile efforts, focusing on monetizing one of the world’s largest datasets of consumer purchase history. He shares his creative ideas around location-based marketing and how businesses can use these tactics in their larger strategy on Twitter and at events across the US.