Hyperlocal mobile advertising requires some strategizing

02/1/2013 | Mobile Marketer

Businesses hoping to take advantage of mobile for hyperlocal marketing are advised to offer something of value in return for information on the mobile user's location, especially as consumers experience increasing message volume, writes Chantal Tode. The geographic area being targeted should be large enough to reach enough consumers to make the effort pay off, and the campaign should rely on the right form of location data for the campaign's needs.

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