To master location marketing, it's important to go back to basics and think in terms of push and pull strategies, argues Rippll's Doug Chisholm. Push tactics might include sending text messages or other alerts to customers who approach your store, while pull tactics could include loyalty programs based on check-ins or geo-aware display ads. "Pull strategy will generally be received in a much more positive light and is definitely the approach we try and take for our campaigns," Chisholm says.

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