Marketers entering the mobile advertising market must know which location data they need, Kathleen Davis writes. ZIP code data are the least accurate, while geo-tagging more accurate and geofencing can capture potential customers in a specific area, though they must opt in to be reached. Finally, marketers must know that if ads are too specific, they can only reach a limited number of people. "Things change quickly in mobile advertising, so keep in mind that your strategy may have to evolve with the medium," Davis concludes.

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