While North American marketers are increasingly curious about location-based applications that could someday deliver geographically relevant advertising straight to people’s phones, a recent study showed more than 80% of people were “not familiar with such applications.” Geo-local apps are nascent as an industry, but the potential seems huge. What value is there for retailers? What value is there for consumers who, studies suggest, are still concerned about privacy?
For a an in-depth look at location-based marketing, read “Checking out check-ins” in the Aug. 30 issue of Marketing on streets now, or by clicking here.
