Many marketers and agencies have been focusing their efforts on honing their location based marketing strategies - these will include "geo-aware", "geo-fenced" ad campaigns, location based targeting of key customer segments. However, Jason Spero, director of global acquisition solutions for Google, feels that many marketers are getting ahead of themselves by spending small fortunes in developing strategies which will offer highly contextualized discounts and special deals for customers who happen to walk by their retail space. He argues that instead, marketers should start by focusing on the basics - using location based tools to get a better understanding of their customers and figuring out which ones may be more or less valuable to their business.
For more on this topic - check out this insightful video.
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