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Yearbook Jan 2019

unconnected dots, like sheep head orders in townships and taxi drivers. The power of location marketing is its ability to act as a common thread to tie multiple data sets together to create a clear story of what’s happening where, to ultimately answer the “where” questions of businesses. Location data isn’t just used for OOH placements but also for other location-based marketing channels - from store openings to closures, store operations to acquisitions, marketing and more; location data is helping businesses make better decisions. My hopes are that businesses will start considering the power of location intelligence to optimise marketing investments in locations. MOOHbile If your marketing strategies are not including mobile then your strategy is incomplete. I know this doesn’t require Sherlock Holmes inductive reasoning but, what I mean is that mobile needs to sit with the OOH strategy as one holistic communication strategy. This approach will help to optimise the campaign on the go and, beyond OMC data, it can help drive measureable results and even lead to some attribution modelling. Research shows that OOH drives mobile search, so this is a massive opportunity to close the loop of the sale, the lead and the cookie data. Cookie data always sounded so naughty to me. We hope to see more synergistic uses of mobile and OOH (MOOH) in campaigns as consumers are always with devices in hand, why are brands not extending the experience to them? Ergo, if you are looking for an agency partner that can help you navigate the ever-exploding location data world, contact Posterscope, leaders in location marketing and OOH advertising strategy, planning and buying. By Donald Mokgale Donald.mokgale@posterscope.com


Yearbook Jan 2019
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