The Pending Surge In Location Marketing
While privacy concerns persist, adding a location component to a campaign gives mobile marketers the opportunity to increase the relevancy of their messages and make them immediately actionable. Following the Mobile Marketing Association’s best-practice guidelines and getting the consumer to opt in via SMS or before downloading a location-based application should take care of most consumer privacy concerns. In addition, location-based mobile marketing is all about relevancy and communicating a clear value proposition to the brand’s target audience. “When done with the consumer top-of-mind, and with their explicit permission, location-based mobile services can provide benefits to both the retailer and the consumer,” said Stephanie Bauer Marshall, Washington-based director of new market development at Verizon Wireless.
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