‘Location-based tools’ provide real-time insights to connect with consumer.

As mobile devices have become an integral part of our lives, it presents an opportunity for marketers to tap on to location-based marketing. Location-based tool is one that uses and streamlines all these types of data streams to then connects with the consumer in real-time.

Internet of Things (IoT) has been a game changer; changing the way we live, work and entertain ourselves. It is impacting all types of businesses, above all their ability to connect and control their environments. With all the different types of data that IoT provides, which is valuable to an organisation to drive consumer engagement and new revenue streams, it is a lot to keep up with.

Therefore, well-built and well planned location-based marketing tools converge multiple data sets that emerge from IoT. By connecting digital users to the real world, marketers are able to drive real-time consumer engagement throughout the consumer journey across both physical and digital touch-points. Given this level of connectivity, it is finally possible for marketers to accurately map, track and re-evaluate how they engage each type of consumer across their respective journeys, all in real-time. Real-time is key here because in the past, marketing strategies have all been based on past consumer behaviour which often brings in the problem of relevance and can often be a ‘hit’ and ‘miss’ strategy. With continuous access to new and changing data on the spot, marketers can change their engagement strategy to ensure they stay relevant and top of mind with the ability to move beyond the promotion stage.


e.g: “Wow! this is a CMO’s dream. I can now see where do people go after visiting my store”

‘Near’ is the largest location intelligence platform providing real-time information on places, people and products. The Near platform powers Allspark, its flagship product enabling customers to visualize, engage and analyze audience data including their location and behaviour for data-driven decisions.

Founded in 2012, Near is headquartered in Singapore with a presence across Australia, South East Asia, Japan and Europe. To date, the company
has more than 700 million profiled audiences and has put it to work for marquee brands including P&G, Coca Cola, Ikea, Audi, McDonald’s, Toyota,
Nike & Samsung.

However, the benefits of location data extend beyond marketing. It is a powerful planning tool where granular competitor information can be extracted to guide decisions around a firm’s operations and business strategy.

The current data sets consolidate consumer location, behaviour, interest and demographics. With certain tweaks, the platform can also fuse data from CRM, IoT, spend, and social streams making it an extremely powerful tool and shifts the control to brands. Brands can experiment, optimise and get the best return on their spends.

Aggregating social media posts from any user-defined location in the world allows you to stay ahead of topics, trends and situations with proactive insights and alerts from real-time location-based intelligence. You can discover trends and patterns within the world’s largest set of location-based social data to inform better decision-making. And you can respond effectively and efficiently based on real-time location-based insights.


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