How Pokemon Go Reveals New Location Data Opportunities for Businesses

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. […]

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