Why Location Matters? Rethinking Location-based Marketing within the Shopper's Journey.
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Delivered at the November 2011 Canadian Marketing Association Digital Day Conference by Geomentum Chief Client Services Officer Lisa Bradner, "Why Location Matters" addresses the future of ...
Delivered at the November 2011 Canadian Marketing Association Digital Day Conference by Geomentum Chief Client Services Officer Lisa Bradner, "Why Location Matters" addresses the future of location-based marketing within the Shopper's Journey.
Abstract: For today’s savvy marketer, the neighborhood is no longer just a physical location. Customers are more connected than ever, enabling a new form of brand mobility and consumer engagement. Location-based technologies are at the forefront of this movement, as virtual and physical “neighborhoods” converge, creating a new retail economy in the process. From check-ins, to daily deals, to consumer review sites – how and when a brand enters the consideration funnel may now be deeply impacted by where the consumer is physically located at any given time.
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