Marketing goes local

Location-based marketing helps offset technology’s disruption of product placement, promotion and pricing

The shift to digital has revolutionized the advertising and marketing sector so quickly that organizations are still grappling with how to incorporate digital vehicles and who in their enterprise should be responsible for strategy.

PwC's Darren Henderson and Asif Khan of the Location-Based Marketing Association wrote Marketing goes local to help executives understand how to integrate technology driven services into their corporate marketing strategy.

This paper presents and explains this new eco-system that has developed from the combination of mobile commerce, location-based media and data analytics. It also provides case studies from retailers who have already begun to reap the benefit from these additional channels.