‘Where You’ve Been’ is Where it’s at: Rethinking Geo-targeting
(By Mark Prior, VP, Mobile & International, Rocket Fuel) It doesn’t take a grizzled marketing lifer to remember when every January heralded the ‘year of mobile’. “This year, it’s definitely going to happen,” said the experts. “I know we said the same in 2006, and the year before, but 2007 will really be it. This time we mean it.” And so another year would pass: its promises unfulfilled; the predictions put back on the shelf for another 12 months.
Flash forward a few years to today, and the hype surrounding location-based marketing is uncannily reminiscent of those recurrent ‘years of mobile’. Location-based services promise so much for marketers, but have yet to deliver anything approaching their full potential. Read entire article here >