How to use geolocation marketing to create personalised brand campaigns

Location, location, location: a key catchphrase for marketers everywhere today. It’s one of the basic rules of marketing – what works in one place may not necessarily work elsewhere, and it's upon this premise that geolocation marketing is based.

Thanks to mobile phones, social networking sites and laptops, it's now possible for organisations to know exactly where we are at any given point, which makes creating highly personalised campaigns much easier.

Picture the scene: you’re walking past your must-visit-every-day coffee shop and your phone beeps. You've received a text message offering a discount at that very same outlet.

Who could refuse a cut-price cup of their favourite beverage? Being able to target someone so immediately, and so personally, is a marketer’s dream.

Oli Newton, Head of Emerging Platforms at Starcom MediaVest explains more about this increasingly crucial element of the marketing mix and outlines the latest approaches to making the most of location-based marketing.

He provides some invaluable dos and don’ts, and looks at the future of this important medium.