The use of location in targeting marketing communication is not a new phenomenon but, fueled by the explosion of mobile devices and the data trails they leave, it has become a significantly more effective tool in recent years

Its use as a tool has only sharpened with the increased adoption of mobile devices. This is most often embodied through interaction with associated mobile ads, corresponding store visitation and/or website traffic, app downloads and social amplification around the brand. Mobile is also used at scale to measure attribution post-campaign, providing the data media planners need to prove their strategy worked.

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