Location is the New Frontier in Digital Marketing
A Whitepaper by Rob Reed
Location is changing everything. To be more specific, it is transforming how consumers interact with brands, products, and businesses both online and in the real world. Geolocation is leading the convergence of real and virtual life.
In the following, we present a detailed overview of the Location-Based Services (LBS) market through the marketing lens. We discuss the challenges faced by LBS providers to reach critical mass and become sustainable businesses. We discuss the challenges marketers will face in making sense of the LBS space, developing and managing campaigns, and delivering results. Finally, we define the Location-Based Engagement (LBE) channel and provide an overview of various types of engagements.
Note: This whitepaper is currently being revised given the introduction of Facebook Places. We hope to have a new version available the week of August 30th.
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