has always been of interest to marketers but before 2010 the technology to leverage it was rather limited. The last 8 years, however, have seen a literal boom in a range of platforms that are capturing -, data, and putting it to use via geofencing – a service where an app, or similar software, utilizes GPS, Wi-Fi or cellular data to prompt an action (the sending of advertisements to the user on social media for example) once the mobile device enters a virtual, pre-established geographical boundary. 

Starbucks is a common user, with folks receiving latte coupons for example after crossing into virtual boundaries. This has worked, quite well in many cases. But the limitations are evident. For example, notifying potential consumers when they cannot properly receive messages (driving a car) as well as a limited audience reach have been frequent critiques of geofencing.   

Yet marketers have stayed true, understanding that while geofencing is not the end all be all for pinpoint, location-based marketing, it has opened the door to multipurpose, social media-esque location-based initiatives which are a growing segment and eventually be a valuable resource for said marketers. The whole industry is beginning to rethink location-based data as …

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