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Despite the emergence of beacons two years ago, the Bluetooth devices only seemed to come into their own in 2015. And notwithstanding adoption by the likes of Macy’s, Lord & Taylor, and Target, the proximity tools have yet to penetrate mainstream retailing. Marketers and brands still have hurdles to overcome in terms of consumer acceptance — 70 percent of shoppers aren’t ...
In the days prior to one-click buying online, the practice of geo-marketing — advertising that is tied specifically to a business’s location — was manifested in billboards, cinderblock-size business phonebook listings, local TV, radio, and so on. But the rise of mobility and the “always on, always connected” lifestyle of smartphone-toting consumers has prompted a shift in how ...