There is a hierarchical approach that both SMBs and brands that market locally can use to guide ad and marketing budget allocation.
Relevancy is the most important aspect of location-based marketing. While local contests and promotions are a good idea, assuming that everyone in Colorado is a skier, say, is not.
While many phonebook companies failed to translate to the digital age, YP is still going strong, in part because the platform realized the value of big data early on.
While 39 percent of of marketing executives say that social media data isn't useful, some industry insiders believe that social media is the best way to measure campaign success.
Combining location-based data with other types of data, such as app and purchase, helped the three brands launch successful mobile campaigns, according to new research from the MMA.
A new partnership between Mobext, the mobile division of Havas, and Shazam uses data to predict future hit songs and get brands on the bandwagon even before music makes headlines.
Snapchat is very popular with Millennials, while McDonald's is not. Could McDonald's glean some of that popularity, being the first brand to use the platform's geolocation filters?
User generated content on Instagram is a goldmine that not nearly enough brands are utilizing, according to new research from digital think tank L2.
Hyperlocal media planning, digging deeper than sites like Facebook and Yelp, is one of the most common missed opportunities when it comes to local marketing.
New opportunities abound for retail marketing as technology helps glean greater data collection and insight.