There's a real opportunity in the digital space for brands to merge location-based data, utility, and relevance to create apps that provide great value to their consumers' lives.
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A panel at this year's South By Southwest prompted discussion about many facets of mobile location-based marketing, including relevancy, technology, privacy, and thinking beyond advertising.
Marketers are starting to take advantage of information available to them and instead of doing blanket vanilla marketing for everyone, they are starting to tell more relevant stories based on what they know about their audience.
The future looks bright for the marketers who will enjoy a more holistic view across channels and greater ability to take action, thanks to beacon technology.
As more and more online traffic is coming from mobile devices, marketers are scrambling trying to find ways to better expose people to their brands and messages in a natural way.