The sudden viral popularity of Pokemon Go has taken the digital world by storm, surprising industry experts by drawing more active users than some of the most well-known apps of the past several years, including Twitter and Tinder.
It has also been a wake-up call to marketers about the power of location data as consumers’ physical and digital worlds become increasingly intertwined.
Brands today need a strategy that connects online and offline data to get a unified view of their customers for marketing that is people-centric, not built around different media channels.
Customers love merging physical and digital worlds, and marketers should too
Pokemon Go represents the latest iteration of a theme that was introduced several years ago with incentivized and gamified “check-in” apps. These apps offered the first chance for people to selectively merge their digital lives with physical activities and locations by checking in and/or rating various brick-and-mortar locations in order to earn badges and, later on, pick up promotions or special offers. […]