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.