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For B2C Marketing Professionals

Under The Hood Of Mobile Marketing: Location-Based Marketing

Making Marketing Content Relevant To Where People Are

April 12, 2012

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Why Read This Report

As marketers step up their mobile marketing efforts, Forrester clients are asking more and more questions about it, and one of the most important facets of the opportunity is location-based marketing. This short question-and-answer report highlights the opportunity — which includes but goes beyond mobile — and why it matters for interactive marketers, cites examples of how location-based marketing has been used to date, describes how the key components work and who the major players are, and recommends what you should do about it.

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Table of Contents

  • 1. What is location-based marketing (LBM)?
  • 2. Why should I care about LBM?
  • 3. How have marketers used LBM in campaigns to date?
  • 4. How do consumer technologies enable LBM?
  • 5. How can LBM campaigns know what's in a consumer's vicinity?
  • 6. Which vendors and services enable LBM?
  • 7. How should marketers get started testing LBM?
  • 8. How will LBM evolve over the next 24 to 36 months?