Today, mobile devices proliferate, consumers are constantly connected and on the go, and traditional forms of advertising are failing. That has created a world where marketers are continually challenged to communicate with existing and prospective customers in an effective manner. As technologies and end-user behaviors and expectations have changed, so have techniques to target buyers.
The increasing complexity of the industry means that marketers must now be experts not only in marketing, but also in people, data, delivery platforms, and in mobile, location-based advertising. Consumers use multiple devices, browsers, apps, profiles, and more, to stay connected and visible. For both sides of the marketing equation, there is ample opportunity to be overwhelmed.
Location-based marketing using geo-fencing has provided unprecedented opportunities for businesses to target messaging based on time and location. Some examples include:
While they have their strengths, each of these approaches has challenges when it comes to some specific factors like scalability, accuracy, and more.