From Hype to Holy Grail: Location is the New Frontier in Digital Marketing

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.The past year has seen an explosion in both smartphone adoption and location-based services, i.e., geo-location. Consumers are using their mobile devices to actively engage with locations in entirely new ways, which opens tremendous opportunities for marketers. Indeed, the addition of real-time location to the marketing equation enables large brands and local businesses alike to utilize new sets of data, to target messages more effectively, and to reach consumers in the moment -- the moment when they are present and engaged at a specific place.In the following [editor's note: see attached file], we present a detailed overview of the Location-Based Services (LBS) market through the marketing lens. We discuss the challenges startup companies will face in achieving critical mass, monetizing their services, and coexisting with Facebook, Twitter and Google. 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 a thorough overview of different types of engagements.About MomentFeedMomentFeed provides location-based marketing solutions that enable companies to efficiently monitor and measure location-based engagements with a goal of reaching consumers in the moment -- the moment when they are both present and engaged at a specific place. Its unique approach combines strategy, technology, relationships and creative vision to activate this new and exciting channel. For more information, visit www.momentfeed.com.

From Hype to Holy Grail: Location is the New Frontier in Digital Marketing

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