Location-based segment is where marketing is headed

12/15/2009 | Advertising Age (tiered subscription model)

Garrick Schmitt, group vice president of experience planning at Razorfish, provides an overview of how established companies such as Starbucks and startups such as Foursquare and Gowalla are tapping the burgeoning location-based marketing segment. "It's still early days for geolocation, and privacy issues will certainly come to the fore sooner rather than later," Schmitt writes. "But forward-thinking brands would do well to take note."

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