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Hyperlocalisation is the key to the DATA veins of marketing. Suggesting ads on LFD are as effective when placed inside a mobile app is incorrect, using the ads combined with DATA can enable retailers/brands to target consumers based on proximity. Cross fertilisation of publisher Apps provides a wealth of information for marketeers to leverage enabling hyper local contextually relevant messaging – it’s no longer one size fits all!

http://www.marketingtechnews.net/news/2017/mar/06/why-you-need-pair-hyperlocalisation-data-success/