‘Digby’s Eric Newman on 4 Steps for Developing a Location-Based Marketing Program’ – Silverpop Blog

Will Schnabel says, “The fastest growing retail touchpoint for consumers is the mobile channel, but just offering mobile commerce capabilities isn’t enough to keep consumers engaged. Today’s consumers are better connected and better informed. They expect retailers and brands to engage them with personalized and relevant content.  Fortunately, when brands utilize location-based marketing, they can become proactive in their customers’ buying process.By incorporating location awareness into a branded mobile app, retailers are able to send the right message to the right person at the right place and time. This allows retailers to drive foot traffic, engage shoppers while they’re in-store and gather powerful analytics about consumer behavior“.