first published week of:   02/27/2023

Can Location-Based Marketing Overcome Its Creepiness Factor?

by Tom Ryan

A global survey from Marigold (formerly CM Group) finds 67 percent of U.S. consumers think ads based on location data are “creepy” with only 31 percent comfortable sharing their location in real-time.

Ads based on location data overall were found to be the most “creepy” among the marketing practices explored, just ahead of ads related to something they talked about near a smart device (63 percent) and retargeting ads derived from third-party cookie tracking (61 percent).

Consumers have become accustomed to using location-based technologies when driving their cars using Google Maps or searching for nearby restaurants or stores with their GPS-enabled mobile phones. The technology also powers in-store navigation via apps from Home Depot, Lowe’s and Walmart.

Uber and Lyft last fall rolled out location- and time-targeted ads across car rooftops.

However, the promise of sending coupons to shoppers in aisles in real time as they pass by in-store displays or sending two-for-one happy hour appetizer alerts to drivers as they approach a restaurant haven’t lived up to the hype.

 Read full story at RetailWire…

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