Location continues to capture headlines. For multi-location brands, many have come to understand the value of localization and targeting. The new data shows just how much spend is actually going to these efforts.

In a survey of “500 marketing decision makers," 25% of marketing budgets are spent on location-based marketing and over 50% of brands are using location data to target customers. This represents billions of dollars. Location is an increasingly critical element of digital marketing for brands and enterprises.

In addition, anecdotal news and releases show a broader industry shift towards local and location. The value of reaching consumers closer to the point of sale is enticing given that offline buying still dwarfs e-commerce.