{"id":8229,"date":"2022-08-11T07:21:00","date_gmt":"2023-06-06T07:21:48","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=8229"},"modified":"2023-07-05T08:59:44","modified_gmt":"2023-07-05T08:59:44","slug":"location-based-marketing-wth-salesforce-mobile-studio","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/location-based-marketing-wth-salesforce-mobile-studio\/","title":{"rendered":"Right Time And Right Place: Location-Based Marketing in a Cookie-Less World"},"content":{"rendered":"\n

With inputs from Ankit Misra, Lead Solution Engineer<\/em><\/p>\n\n\n\n

Digital marketing<\/a> is undergoing a sustained disruption, with the crumbling of \u2018cookies\u2019. These seemingly harmless bits of text, especially third-party cookies, were initially designed to record user behaviour and improve their online experience. But ad tech providers quickly seized upon them to create segmented data sets – information which was sold to advertisers to create highly targeted ads. These tracking cookies understandably raised privacy concerns among consumers, and companies such as Apple and Google have responded by bringing in measures to effectively end support for third-party cookies.<\/p>\n\n\n\n

With the scrapping of third-party cookies\u2019 data, marketers will need to look at going local and creating their own database. To do so, you will need to develop effective touchpoints for data collection on your online and offline channels<\/a>. This data is opted-in and privacy-compliant, and aims to bridge the gap between offline and online marketing and create a seamless brand experience.<\/p>\n\n\n\n

One way of using this data to transform your marketing ROI is by leveraging location-based marketing.<\/p>\n\n\n\n

In a cookie-less world, how can you deliver personalised experiences<\/a> using first-party data?<\/i> <\/p>\n\n\n\n

So, what is location-based marketing? <\/span> <\/h2>\n\n\n\n

Instead of creating datasets based on user behaviour on the internet, location-based marketing involves securely collecting location data, with user consent, from ever-present smartphones. This data is then matched with existing transactional, behavioural and demographic data, with a view to further enriching first-party data. All with the objective of enhancing customer experience.<\/p>\n\n\n\n

In other words, location-based marketing helps a brand provide consumers with relevant and timely details about products, services, events and more. This personalised information anticipates the customer’s needs and is based on where they are at that moment, thus boosting convenience and user experience.<\/p>\n\n\n\n

How can businesses use location-based marketing? <\/span> <\/h2>\n\n\n\n

Location-based marketing can be used to great effect by retailers, restaurants, and other services that have a distinct offline footprint through the following tactics:<\/p>\n\n\n\n