The cat is definitely out of the bag regarding location-based mobile targeting. This post from Marketing Land’s Greg Sterling encapsulates the trend well: Most mobile marketers are using location-based targeting, and they’re using it as a proxy for audience segmentation.
Although I think this trend needs to go from “most mobile marketers” to “all mobile marketers” sooner rather than later, I won’t focus on that. Instead, I’d like to share some tips from the front line: caveats, insights and more gleaned from our client campaigns, ranging from midsize to Fortune 500 companies.
