Location-based marketing, particularly through mobile phones, may need to be more than just a bullet point on your marketing to-do list that you’ll get to at some point, it is rising fast as a must-do strategy as shoppers 
recognize the value in receiving promotions like a coupon or loyalty points in exchange of sharing information, including location data.
A new report from by Forbes Insights and xAd: Location: A Strategic Marketing Imperative, finds that shoppers have come to expect immediate value that is personalized and relevant regardless of whether they are shopping online or in stores. The report includes case studies from Mike’s Hard Lemonade and Dunkin’ Donuts, as well as McDonald’s Sakura ice cream initiative and other brand campaigns. Forbes Business gives us an overview of the report.
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