Mindshare: Coordinates for the Perfect Playlist

Coors Light has partnered with Shazam on a new campaign in New York City If you approach a branded WiFi kiosk and open the Shazam app you can then access a playlist thatamp8217s customized to the area youamp8217re in So there are different playlists for people in Chelsea versus Hellamp8217s Kitchen versus Murray Hill and moreamp160Shazam is updating these playlists every 15 minutes to reflect which music people in these neighborhoods are listening to Itamp8217s realtime tailored to your locationFor brands this campaign is just the latest example of the power of locationbased marketing One study shows that retailers using locationpowered advertising saw a 74 lift in foot traffic and a 56 lift in visit frequencyTo give people a refresh on the topic at Mindshare weamp8217ve put together a new infographic guide on the ins and outs of location data Itamp8217s especially important to note the following1 All location sourcing is not created equalDepending on if youamp8217re using beacons versus wifi versus user registration or more youamp8217ll get different levels of accuracy Keep that in mind when youamp8217re trying to reach people in realtime2 Know the differences between firstparty and thirdparty dataFirstparty data generally comes from owned and operated properties on the web and apps Thirdparty data comes from other businesses or ad tech services For example if youamp8217re getting location data from Google or Apple Mapsamp8217 API3 Optin is keyThis oneamp8217s pretty selfexplanatory but if youamp8217re leveraging locationbased data make sure people can easily optin or optout for what youamp8217re doingTo get more insights on location data check out our infographic guide on MindshareInThe Loopcom Just click on the image belowImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Mindshare: Coordinates for the Perfect Playlist

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