Location data can be a powerful advertising tool, but many marketers are missing the boat, Rimma Kats writes. Geo-targeted mobile campaigns can be time-consuming for marketers, but such ads can drive foot traffic, especially when coupled with special offers. "We see geo-targeted mobile advertising as part of the larger shopping cycle where brands can reach consumers at the right time and place in order to facilitate the shopping experience. We expect this to become standard in mobile advertising," said Walt Doyle, CEO of Where.

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