Summary
With the rise of the mobile mind shift, marketers and vendors alike are using the word "location" more frequently but indiscriminately. Location's application varies greatly, from local listings to audience segmentation. Marketers' haphazard understanding of this complex opportunity has hindered their ability to act on location. This report is a primer for B2C marketers seeking to enhance their strategy with location (hint: customers expect that marketers do so).
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