The Truth About Location Based Mobile Advertising
by Media Post
A shopper with a smartphone in hand isn’t necessarily a viable prospect, regardless of how close they are to a store. Yet many mobile marketers look at smartphones as if they were a magical sales tool. After all, they go everywhere the consumer goes.
It’s true that if advertisers target the right smartphone users -- at the right time -- they can move them to the cash register sooner. But targeting by location alone does not negate the need for audience targeting. In fact, advertisers who are too focused on location may overlook the most basic objective of good advertising: reaching the right people with the right message.