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 Wi-Fi kiosk and open the Shazam app, you can then access a playlist that’s customized to the area you’re in. So, there are different playlists for people in Chelsea versus Hell’s Kitchen versus Murray Hill, and more.

Shazam is updating these playlists every 15 minutes, to reflect which music people in these neighborhoods are listening to. It’s real-time, tailored to your location.

For brands, this campaign is just the latest example of the power of location-based marketing. One study shows that retailers using location-powered advertising saw a 74% lift in foot traffic and a 56% lift in visit frequency.

To give people a refresh on the topic, at Mindshare we’ve put together a new infographic guide on the ins and outs of location data. It’s especially important to note the following:

1) All location sourcing is not created equal.

Depending on if you’re using beacons versus wi-fi versus user registration or more, you’ll get different levels of accuracy. Keep that in mind when you’re trying to reach people in real-time.

2) Know the differences between first-party and third-party data.

First-party data generally comes from owned and operated properties on the web and apps. Third-party data comes from other businesses or ad tech services. For example, if you’re getting location data from Google or Apple Maps’ API.

3) Opt-in is key.

This one’s pretty self-explanatory, but if you’re leveraging location-based data, make sure people can easily opt-in or opt-out for what you’re doing.

To get more insights on location data, check out our infographic guide on MindshareInThe Loop.com. Just click on the image below.

Image 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 MediaVillage/MyersBizNet management or associated bloggers.