Location is interesting but context is a key


Anna Sikora, Senior Planner Buyer at Somo

Over the last couple of years, advertisers have increasingly realised the value of mobile in the marketing mix. There are now fewer questions asked around the value of mobile advertising and it is considered a powerful tool in a marketer’s arsenal. What are the key differentiators in comparison to more traditional online marketing though? Personalisation is one, and having the ability to pinpoint the exact location of a user is another. So what is it that makes location so special and how can we leverage this mobile feature when aiming to deliver a message to our target audience? Continue reading