Location, Location, Location

OpenStreetMap is the most detailed map in the world.

While this is great for location-based services that want to provide the best possible user experience, there are others, like digital marketers, in particular, that can truly benefit from the rich hyperlocal detail available via the OpenStreetMap. Before we jump into that, though, let’s take a quick look at the location-based marketing space.

Today, digital marketers are increasingly turning to location-based marketing and geo-targeting techniques to reach key demographics and audiences. That number sees steady growth each year. Location-based marketing is often viewed as more precise and highly focused, offering real ROI (it’s context-intelligent and insightful).

Why is this, exactly? Well, it’s primarily a result of technology. More folks today use smartphones, tablets, etc. As a result, they’re always connected, even while on the go, providing more opportunities for brands and marketers to reach them with their messages. On top of this, location-based features and services on these devices are effective and becoming commonplace (41% of US adults used their mobile phones to get location information in February). So, tech is key—it enables the marketing.

That’s why more marketers are banking on location-based campaigns. They know that they can reach their target audiences on mobile devices and do so effectively.

Now, this is where the detail-rich OpenStreetMap comes into play.

Location-based marketing campaigns want to be as granular as possible, slicing and dicing to focus on certain segments in a very hyperlocal way. They want to know where a consumer is, and they want to be able to reach them at that particular place.

As is normally the case, this comes down to map data. Simply put, with more up-to-date / detailed data comes more opportunities for marketers to refine and better direct their messages. The OpenStreetMap delivers this and then some—it’s just up to marketers to recognize this and align their campaigns with LB tools that leverage OpenStreetMap (or, if they build their own, they can pull OSM data on the cheap).

What do you think? How can marketers better use OSM data?