Forrester analyst: Location offers mobile marketing advantages far beyond mapping

06/27/2013 | Mobile Marketer

The fact that consumers spend as much as 90% of their time indoors complicates the use of GPS for location-based marketing, acknowledges Forrester Research Senior Analyst Tony Costa. But marketers should still take advantage of the technology, because location means much more than maps and can include enhancing the consumer's indoor experience by using analytics to deliver personalized service.

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