Using Location-Based Services to Increase Consumer Engagement
April 2010

Location-Based Services (LBS) utilizes a mobile device's physical location to deliver relevant information to a consumer, and is creating a new means of mobile marketing. By incorporating one's location as an added data variable, advertisers and brands can use it for research purposes as well as devise ways to deliver compelling and relevant messaging to its customers.

This latest white paper describes how advertisers can use location as a market research tool -one that can complement their consumer panel-based surveys- to ultimately discover behavioral and preferred shopping tendencies. With this added insight, advertisers may use it a decision support system to guide their marketing strategy.