Around the Net
Some Risks Seen in Location-Based Programs
- Mobile Marketer, Monday, January 12, 2015 9:30 AM
While the rise of geo-conquesting, navigational applications and an increase in sophisticated data have made campaigns from brands such as Toys “R” Us, adidas and Jack in the
Box stand out in the mobile space, the number of ill-conceived location-based messages that have alienated consumers should give marketers pause about the risks of overdoing location
targeting. The issue becomes more prominent as marketers go beyond driving in-store traffic and instead use branded apps, search and integrations into third-party navigational apps such as
Waze to lure interested consumers. Misfiring campaigns stemming from overuse of location-based tactics suggests a big challenge for marketers in the weeks and months ahead will be resisting an
over-reliance on mobile location.
