To what degree will local data support and fuel a real-world metaverse? Just like it’s been instrumental in local marketing and attribution in the smartphone era, it will help deliver immersive content to the right places… and help track marketing effectiveness. The question is how?

Key Takeaways

Here are a few key messages or insights that we gleaned from this session.

• Intent is a key factor in digital marketing. In fact, it underlies the value in search marketing. And intent is greater with local searches (amplified further by mobility), given inferred lower-funnel status.
• All of this has been validated through the work of companies like InMarket that synthesize location data and local marketing attribution.
• So what will this all mean for a “real-world metaverse” where consumers are searching for and discovering things more visually? For one, inferred proximity-based intent may amplify.
• For example, with tools like Google Lens, search subjects aren’t just nearby, they’re in view.
• As this use case grows, it could require a combination of the local marketing playbook from the smartphone era… and new/native tactics that develop around a more visual front end.

Moving from the ‘Who’ to the ‘When’ & ‘Where’

The real-world metaverse needs location data to anchor immersive content to the right places. InMarket has been building up to this moment for years.

Michael Della Penna, InMarket