Geotargeting is increasingly a must-have for retailers

05/31/2013 | MobileCommerceDaily.com

The use of smartphone location data is becoming increasingly important to marketers looking to deliver timely, customized messages to customers, experts say. Other information, including past purchases and explicit preferences, can help marketers deliver offers that customers find valuable such as an ad for a lunch special sent to a customer interested in casual dining spots. It is important, however, to make sure location-based offers allow consumer opt-in, Unbound Commerce's Wilson Kerr says.

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