However, putting it into practice has proved less sexy and sometimes more confusing for people. A lot of the confusion stems from the difference between location-based marketing vs. advertising and the requisite opt-in action for both.
Inherently, marketing is relationship based or ideally permission based. Advertising is usually an interruptive accompaniment to content or experiences that aspires to attract a marketing relationship from people who don’t already have that relationship with a brand. As a consumer, what are you more likely to embrace on your mobile device?
Location-based mobile marketing and location-based search is going to be much more effective than location-based display advertising. By allowing an end customer to use their location information as “currency” to receive useful content or interactions, they are empowered and self-selected to be open to marketing messages that are relevant to them.
Things like “check-in” and “use current location” are low-overhead behaviors that folks are getting used to. These will continue to become mainstream. Over the next couple of years, the marketing challenge will become less about how to do location-based marketing, but rather how to respond when a customer says “I’m here.”