Planners, account directors and researchers are typically busy people. Under a barrage of internal and client demands, it's hard for us not to fall into shorthand approaches sometimes.
The growing sophistication of smartphones is driving the creation of location-based services, which promise to morph the Web from a solitary experience to a ubiquitous connector in the real world. This evolution has major implications for brands, giving them the possibility of tracking the success of digital campaigns to the store level and changing how they market to consumers. One of the most promising areas for this type of engagement is mobile. Read Full Article
