Mobile Location

Location Based Marketing Key To Mobile Customer Engagement

CMO published an interesting discussion around Mobile Location by local journalist Brad Howarth – Location Based Marketing Key to Mobile Customer Engagement.  Using interviews with local experts in the field, Howarth identifies some of the key failings and future opportunities for location as a marketing tool.

Some interesting observations from the article:

  • Geo-targeted marketing has suffered from being a good idea at the wrong time (until now?)
  • Nobody wants untargeted special offers based purely on location.
  • Geo targeting is a natural extension of the marketer’s desire for personalised communication, as long as it is part of a broader customer understanding.
  • The role that geo specific WiFi networks in stores or shopping precincts can play in serving geo-targeted offers and addressing the competitive challenge of showrooming.

Read the full article on CMO

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