Gartner Research

The Why, When and How of Location-Based Marketing

Published: 07 May 2018

ID: G00354569

Analyst(s): Charles Golvin

Summary

Location-specific interactions are uniquely enabled by mobile devices. Geofencing and the variety of beacon types realize this opportunity, although each has distinct advantages and shortcomings. Marketing leaders must choose the right combination of approaches to achieve an optimal result.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Select Location Solutions Based on Contribution to Marketing Objectives
  • Focus on Beacon-Based Approaches to Improve Customer Experience as a Mobile-Centric Marketer
  • Shift Focus Away From Real-Time Opportunities as a Mobile-Extender Marketer

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