Smartphones never leave our sides, and maybe they shouldn’t – they’ve made life vastly more convenient. But they’ve also begun to act as beacons, where processes like geofencing send location-based data to companies looking to leverage information on segments of users. “We believe that understanding real-world consumer behavior is critical in brands being able to engage consumers in a timely, relevant way,” said Gil Larsen, vice president of Americas at Blis, a marketing technology company that offers location-based data services. “The more you know about a consumer, based on what they’re doing in the real world, the more relevant you can make the advertisement. And the more relevant the messaging, the more likely it is for that consumer to engage.” Read more…...
