Let’s talk about the elephant in the room when it comes to location-based marketing: Privacy.

It’s a topic we get asked about a lot - and rightly so. In an era where data scandals and targeted ads can sometimes feel a little too close for comfort, we all want to know that our data is safe. So, let’s clear it up.

Location based marketing does not mean personal tracking

Location-based marketing isn’t about spying on people or collecting personal data. We use anonymised, consent-based location signals from mobile devices to understand patterns, not people.

When you see an ad or notification because you’re near a certain location, no one’s tracking you as a person. Instead, the technology simply detects that a device (not your name or number) has entered a defined area, often called a geofence.

That signal helps marketers serve relevant ads or messages to groups of people within that area. It’s about context, not identity.

At Soop, we work with aggregated, anonymised data, which means it’s impossible to trace anything back to a specific person.

Why consumers still value personalisation

Customers want convenience and relevance. In fact, research from Deloitte’s 2024 Consumer Trust Report found that 79% of consumers are happy to share their data if they understand how it’s used and feel in control.

That’s why transparency and consent are key pillars of ethical marketing. Customers are much more likely to engage when they know a brand respects their boundaries.

The three Cs of ethical location marketing

Consent - people should always choose to share their location data. 

Clarity - be upfront about what data you collect, why you collect it, and how it’s used. When brands communicate openly, it builds trust and trust drives engagement.

Control - customers should be able to update or revoke their data-sharing preferences whenever they like. 

Ethics = effectiveness

Brands that prioritise privacy and respect build stronger, longer-lasting relationships with their audiences. And when customers trust you, they’re more likely to stay loyal.

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