How much does location matter to a mobile marketing campaign?

Geotargeting

According to electronic commerce professor Martin Spann, from Munich’s Ludwig-Maximilians University (MLU), mobile technology is offering marketers a unique new location-based opportunity that has the potential to be highly lucrative. He explained that “The smartphone is a location-based service,” and that this “means you can integrate the online world with the offline world.” Therefore, according to Spann, smartphones and tablets have done a great deal more than simply allowing a consumer to remain engaged in the virtual world while they are on the go within the real world. It also…

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