Location Marketing. The New Point Of Purchase.
Kunur Patel writes in AdAge. Soon every website and service will be able to tell where you are, opening up the floodgates for location-based marketing and blurring the budget lines for advertisers. The potential of knowing when and where a consumer is — within privacy constraints, whenever those get hammered out — means thinking outside the interactive-advertising budget and dipping into other marketing disciplines’ coffers. The buckets that were so nicely separated between advertising and promotions are starting to fade in this new game. Using Bluetooth or newer technologies like geo-fencing, brands and marketers will be able sharply target consumers at the point of sale. Read more in AdAge.