The eye-popping numbers come largely in the form of two data points. First, 15 percent of all Black Friday searches will be done via mobile devices. Second, for retailers who live or die by the ability to convert large numbers as the days wind down, 44 percent of total searches for last minute gifts and store locators will come from mobile. These numbers align with a year of statistics that clearly show a shift of usage from the desktop to the mobile device, tablets included.

But that’s where things get a little sticky for many advertisers. As recently as February, Google stated that 79 percent of its advertising base did not offer an optimized mobile experience. Unless that number has gone down considerably, that could spell trouble for shoppers who rely on online-exclusive campaigns or use standard sites in place of a true mobile experience. Additionally, for advertisers who do have a proper mobile presence, the tried and true method of throwing paid media dollars at the opportunity may not work as well this time around.

In soon-to-be-released research from my company, studying the influence of search on purchase behavior and the influence that mobile has on shopping decisions were measured. Of importance to these data points from Google was the finding that while one in five shoppers used the mobile device, they almost universally acknowledged having no recall of paid search advertising. With one top of screen listing, the competition will be fierce, especially with Google feeding out these points.

For marketers to make the most of the holiday season, it is important for them to produce a compelling response via an optimized mobile experience, but that optimization must include mobile SEO. So much of what people will seek is tied to ideas and not specific products or store locators; therefore, brands must think about how they will create and optimize those elements for success. The search data from my company suggests that consumers are not only looking for store locators, as supported by the Google data, but also looking for consumer review and store-specific information. Those are two crucial areas that take extra work.

It’s hard to say if it’s too late for some marketers to mobilize mobile in time for the upcoming holiday season. But, for those that don’t, the proverbial stocking full of coal may await.

This article was written by Chris Copeland, CEO, GroupM Search – The Americas, and was  published in ClickZ, September 13, 2011.  Follow Chris on Twitter – @SearchBoss.

She has been armed with following:

• Smartphone
• Credit Card
• Warehouse (gift storage)
• iPad & Laptop
• Cargo Van

Kristina was welcomed to the U.S. by reporters upon arriving at JFK from the North Pole.  She made a brief statement:

“I am happy to be in the States and hope I can find all the gifts in time for my dad’s arrival.  Wunorse the Elf was kind enough to teach me how to work my gadgets which he thinks will help me find stores and purchase products. I’m still a bit nervous.  There is a lot of work to do here; I’ll accept any and all help.  Merry Christmas!”

Day One
Kristina started out by setting up shop at the warehouse, organizing and updating the gift list on the iPad and planning shopping routes.  She then went to bed feeling better about the days ahead, but still feeling the weight on her shoulders.

Day Two
Kristina hit the streets in search of gifts!

Miss Kringle had much success at the first two stores and was able to mark off a significant amount of items.  She rewarded herself with an early lunch.  At lunch she realized her handwritten note from the night before was lost.  She called the elves in panic and they assured her the iPad and smartphone could be used to find stores.  She took a deep breath and pulled up the shopping list.

The “nices” and gifts up next on her list were:

• Wii Fit for Samantha B.
• Laptop for Jimmy J.
• Women’s Skinny Jeans for Jessica D.
• New Watch for Tony S.
• UGG Boots for Liz A.

She did a search for Wii Fit in Google and noticed a shopping section in the results. There, it told her where the closest stores in town had what she was looking for.

Best Buy filled up the results page, so she decided to go there – plus the laptop for Jimmy could be purchased there too.

Upon arriving at the store, she saw the Wii Fits stacked high in the game section. She grabbed one and headed to the computer section only to find the laptop was not in stock!  Kristina had forgotten to check the status of the laptop.  She them remembered what Wunorse the Elf taught her – some stores and brands have made sites to easily view on smartphones – or “elf computers” as Kristina called them.

Kristina pulled out her smartphone and did a search for Best Buy. She was directed to a mobile site.  Although she was only looking for another location to head to purchase what she needed, she noticed that the laptop could be purchased from the phone. Problem solved!

Santa’s daughter left the store and jumped in the cargo van to visit the next shop on the list.  Suddenly she hit traffic with no place to go.  Time was running out in the day and gifts needed to be purchased.  She pulled out her iPad to see what could be ordered online.  She went to a couple sites with no luck. They either told her something from Adobe was needed in order to view or other sites took way too long to load.  Then a text from Wunorse the Elf came through with a link to Amazon and a message that read, “A lot of purchases have been made here on elf computers.”  Kristina quickly realized there was good reason for the all the purchases via mobile devices because with ease she was able to order most of everything else needed on that day’s list while sitting in traffic. (Of course, we all know that only elves, not people,  use their phones while driving!)  Her crunch for Christmas got a little easier as she later finished the next day’s list over dinner via the Amazon app on the iPad.

With Gifts Still To Purchase, The Search Continues
Unfortunately, Christmas has gotten closer and Kristina cannot not order any more products online and guarantee their arrival in time for wrapping/sorting. So now, her search continues on foot.

Miss Kringle is still searching for gifts to mark off the list and millions of people – including some in your hometown – have volunteered to help make sure gifts are under the tree as usual.  Their gifts will be purchased across from coast to coast, and brands that understand behavior of the mobile users in this crow and make their experience delightful while fulfilling needs could be the winner of the sale regardless of brand loyalty.

Fortunately, many gift buyers in the U.S. are equipped with the same tools as Kristina, keeping them at their fingertips to ease their holiday bustle. Have you helped them by taking control of your brand’s mobile experience?  Will they be able to find you in their search?

One thing’s for certain as she heads back north – Ms. Kringle has her list and is checking it twice, sure to remember who made the shopping experience naughty or nice.

She has been armed with following:

• Smartphone
• Credit Card
• Warehouse (gift storage)
• iPad & Laptop
• Cargo Van

Kristina was welcomed to the U.S. by reporters upon arriving at JFK from the North Pole.  She made a brief statement:

“I am happy to be in the States and hope I can find all the gifts in time for my dad’s arrival.  Wunorse the Elf was kind enough to teach me how to work my gadgets which he thinks will help me find stores and purchase products. I’m still a bit nervous.  There is a lot of work to do here; I’ll accept any and all help.  Merry Christmas!”

Day One
Kristina started out by setting up shop at the warehouse, organizing and updating the gift list on the iPad and planning shopping routes.  She then went to bed feeling better about the days ahead, but still feeling the weight on her shoulders.

Day Two
Kristina hit the streets in search of gifts!

Miss Kringle had much success at the first two stores and was able to mark off a significant amount of items.  She rewarded herself with an early lunch.  At lunch she realized her handwritten note from the night before was lost.  She called the elves in panic and they assured her the iPad and smartphone could be used to find stores.  She took a deep breath and pulled up the shopping list.

The “nices” and gifts up next on her list were:

• Wii Fit for Samantha B.
• Laptop for Jimmy J.
• Women’s Skinny Jeans for Jessica D.
• New Watch for Tony S.
• UGG Boots for Liz A.

She did a search for Wii Fit in Google and noticed a shopping section in the results. There, it told her where the closest stores in town had what she was looking for.

Best Buy filled up the results page, so she decided to go there – plus the laptop for Jimmy could be purchased there too.

Upon arriving at the store, she saw the Wii Fits stacked high in the game section. She grabbed one and headed to the computer section only to find the laptop was not in stock!  Kristina had forgotten to check the status of the laptop.  She them remembered what Wunorse the Elf taught her – some stores and brands have made sites to easily view on smartphones – or “elf computers” as Kristina called them.

Kristina pulled out her smartphone and did a search for Best Buy. She was directed to a mobile site.  Although she was only looking for another location to head to purchase what she needed, she noticed that the laptop could be purchased from the phone. Problem solved!

Santa’s daughter left the store and jumped in the cargo van to visit the next shop on the list.  Suddenly she hit traffic with no place to go.  Time was running out in the day and gifts needed to be purchased.  She pulled out her iPad to see what could be ordered online.  She went to a couple sites with no luck. They either told her something from Adobe was needed in order to view or other sites took way too long to load.  Then a text from Wunorse the Elf came through with a link to Amazon and a message that read, “A lot of purchases have been made here on elf computers.”  Kristina quickly realized there was good reason for the all the purchases via mobile devices because with ease she was able to order most of everything else needed on that day’s list while sitting in traffic. (Of course, we all know that only elves, not people,  use their phones while driving!)  Her crunch for Christmas got a little easier as she later finished the next day’s list over dinner via the Amazon app on the iPad.

With Gifts Still To Purchase, The Search Continues
Unfortunately, Christmas has gotten closer and Kristina cannot not order any more products online and guarantee their arrival in time for wrapping/sorting. So now, her search continues on foot.

Miss Kringle is still searching for gifts to mark off the list and millions of people – including some in your hometown – have volunteered to help make sure gifts are under the tree as usual.  Their gifts will be purchased across from coast to coast, and brands that understand behavior of the mobile users in this crow and make their experience delightful while fulfilling needs could be the winner of the sale regardless of brand loyalty.

Fortunately, many gift buyers in the U.S. are equipped with the same tools as Kristina, keeping them at their fingertips to ease their holiday bustle. Have you helped them by taking control of your brand’s mobile experience?  Will they be able to find you in their search?

One thing’s for certain as she heads back north – Ms. Kringle has her list and is checking it twice, sure to remember who made the shopping experience naughty or nice.

SearchFuel and GroupM Search are doing a blitz giveaway today on Twitter, giving four (4) people a free VIP pass to MediaPost’s OMMA Mobile, a one-day event where advertisers and industry leaders come together to talk all things mobile marketing. This pass covers your registration for the event, plus the breakfast and lunch on-site.

But you have to act quickly! OMMA Mobile is tomorrow, Thursday, October 29 at the Hyatt Regency Century Plaza from 8am til 5:30 or so.

For your chance for a free pass, follow these three simple steps by 3pm CST today:

1. Send a Reply or Direct Message (DM) to @SearchFuel on Twitter
2. Tell us you want to go to OMMA Mobile
   
3. Tell us your company name (Sorry, I do need this. Not for marketing purposes – but when we got these passes I had to agree they’d be used for brand advertisers only, so I need to keep my promise.)
   

We’ll draw 4 names from all of the Tweeps who DM us and I’ll DM you back by 3:30pm CST if you’ve won a pass. From there we’ll connect by email or phone to get you registered.

So why should you see and be seen at OMMA Mobile? For starters, it’s a gathering of more than 200 advertisers and mobile marketing experts which makes for a great day of networking and conversation about where the industry is going. GroupM Search is kicking off the day by hosting the breakfast session, featuring a round table discussion with Google, Microsoft, Joule, Outrider and JumpTap about current challenges and opportunities facing the mobile marketplace today. The day unfolds from there as MediaPost’s mobile columnist Steve Smith emcees the event, and a handful of industry leaders take the stage, including a keynote address by John Zehr, SVP and GM of ESPN Mobile. Other speakers and panelists include Kodak, Paramount, the AP and the Weather Channel, as well as  Google, Microsoft and Yahoo, and many more panelists from across multiple areas of mobile expertise.

You can check out the full agenda here.

SO GET TO IT! Pull up your favorite Twitter client and send us a tweet to enter to win your pass to OMMA Mobile. See you in LA.

Over the past couple weeks there has been a bit of excitement around the new iPhone and the resurgence of Palm with the release of the Palm Pre.

The Palm Pre is being looked at by some as Palm’s savior as it’s their first device equipped to compete with the heavyweights of today since the days of the Treo 600 & 700 models.  The Pre boasts a full HTML browser, email access, GPS, WIFI access, music, video and a host of other features on Palm’s new Linux derived operating system.  Analysts are forecasting about 100,000 units were sold in the first weekend of its launch.

The new iPhone 3GS is a an expansion of the previous model (iPhone 3G) with some new features such as video recording/editing, voice control, larger storage, and an upgrade to the processor making it two times faster than the previous model.  Apple has reported a million plus sales of the new phone since its launch this past weekend.  The new 3GS is available for $199 and the 3G model is now being offered for $99.

T-Mobile has reached in their bag of tricks and announced their 2nd Android device scheduled to be released July 8th, 2009.  This new device is very similar to the G1 but drops the keyboard allowing for a smaller size similar to its competition, the phone will be available for $199.

How will mobile search advertising be impacted?

Out of the 232,000,000 U.S. mobile subscribers, 11% are smartphone users according to the latest report from M:Metrics (April 2009).  The 11% of smartphone users account for 41% of all mobile search accessed in the U.S.  These figures are not hard to believe since smartphone users do not have the same limitations as users of standard mobile devices, such as smaller screens, slow processing, and capabilities to view video and etc.  Mobile advertising opportunities will continue to grow with smartphone adoption in the coming years as consumers trade in their standard devices for smartphones.  Parks and Associates is forecasting that North America smartphone users will grow from the 62 million in 2008 to 239 million in 2013 (Parks and Associates Parks Associates, “Mobile Advertising: Analysis and Forecast” as cited in press release, June 16, 2009).  Today price is becoming less of an issue as companies of these smartphones vie for the attention of consumers.  Smartphone prices are the most affordable they have ever been, for example the iPhone is now being offered for a price many paid for the Motorola Razr when it was “the hot phone” a couple years ago.

The iPhone has not only taught the masses that more can be done with a mobile phone besides text and voice but encouraged them to do it often.  Other companies have taken note of the consumers desire to do more with their phones and are moving in the right direction with some of the new smartphones on the market.  Smartphone technology growth and accessibility will directly affect the future of mobile advertising.

For further reading on Smartphones please visit the following sites:

Apple iPhone

Engadget Online Magazine

Palm Smartphone

TMobile MyTouch

Once upon a time a company called America Online (AOL) provided their customers with access to the internet, email, desktop wallpapers and some of the first social tools (chat rooms) through a simple portal.  Their web pricing model was “by the minute” and later became unlimited web plans.  AOLs’ most prized feature to users was easy access to the internet.  Users were presented with interesting sites to visit, their email was all in one place, and they could chat with friends on IM or in chat rooms.  In comparison to today it took longer to find what was desired on the web due to slow dial up speeds and pc equipment, lack of tools to find information, products and etc.  AOL was able to build a successful business around helping non text savvy people discover new content on the web, providing an internet starter kit, so to speak.  Later down the road the technology advanced, web content rapidly increased, users became more aware of the web’s potential, and pricing to access the web became more competitive.  These evolutions created the necessity for web browsers which allow users to move easily about the web and discover new areas on their own terms. Thus, the launch of Netscape and Internet Explorer in the mid 1990s made this concept of browsing the web a reality.   At this point user behavior started to evolve into what we see now, search engine navigation.  Starting from the mid to late 90s Yahoo and Google stepped in to assist users in finding the information they were accustomed to finding in libraries, newspapers, magazines, and etc at their beck and call (search query).

Mobile Search Expands Possibility…

Today, some of the same business models of the early “traditional” web exist in the mobile space, users pay by the minute but unlimited access plans are gaining momentum.  Mobile users are now using their mobile phones to access the web through internet portals often referred to as “on deck”.  These portals can be looked at as mobile web starter kits for the non tech savvy group or those that are just discovering what the mobile web and what their phone can accomplish. The on deck portal started as a tool that enabled user’s access to popular web content, email, ringtones/wallpapers and limited search (similar to AOL’s original offering).  The mobile industry started with some of the same hurdles experienced during the growth of the traditional web.  Such as, devices were slow, network speeds were not the fastest, it was hard to find information, and users did not have access to browsers that granted them freedom from the walled garden of the portals.  Some of these issues still exist today but as the mobile space maturing we are seeing advancements similar to those in the mid to late 90s.  Mobile devices such as the iPhone, G1, and Windows Mobile phones have shown the world that the phone is more than a device used only for voice calls.  Just as there were challenges in finding content on the web during the days of AOL they have now been addressed by the same search engines. In the last year Yahoo, Google, as well as MSN have been enlisted by the carriers to address the issue of the limited portal search.  Users can now use the search power of the top three search engines to discover information such as news, entertainment info, products, directions and more.   Browsers such as Safari, IE and Android’s Chrome are giving the world freedom to surf the web outside of their limited portals.

Mobile Browsers Headed in the Right Direction

There are still a large number of people who use the carrier portals but we are seeing an increase in information accessed through mobile browsers.  For instance mobile search accessed through browsers have increased 62% from Feb 2008 – Feb 2009 according to M:Metrics.  Mobile has experienced very similar growing pains and advancements but we must also keep in mind the mobile experience is still very different from the desktop computer.  The mobile device is with the user when they awake in the morning, when they are at the bar, watching the news, and when they are bored in the waiting room of the doctor’s office.

Even though the start of the mobile web has been similar to the traditional web, we will start to see mobile development take the unbeaten path as the industry matures.  We are seeing that today with technology such as SMS search (ChaCha) and GPS enabled local search (comparison shopping apps).  It is mind blowing to think of where the internet was in the mid 90s in comparison to today.  The mobile industry is gearing up for a fast paced ride as users escape their portals for the 2nd time.

It’s become the vogue pastime to prognosticate trends and events to come in the new year. This year these crystal balls are met with inauguration balls, as the calendar not only flips to a new year, but to a new message of hope and change from 1600 Pennsylvania Avenue. However, for all the testimonials and affirmations that we can change, the economic future for the U.S. appears firmly entrenched in a deep recession. So, unless the events of next Tuesday create a spiritual revival of consumer confidence that coincides with an awakening of the consumer checkbook, it’s safe to say that from a business and marketing perspective this year will be one of great challenge.

In difficult times comes great opportunity — an opportunity for companies to take calculated risks in order to establish and grow market position and leadership. Risk is an inherent factor in life. The risk-adverse have given up looking at their monthly 401k, or 201k depending on your depth of losses, statements. Then again, those with low risk tolerance are likely best staying home with the lights off avoiding the news, peanut butter and low-flying birds.

So where in the search space are the opportunities for greatest calculated risk to be taken? I see a few areas for advertisers, their agencies and the media vendors alike.

New Media
Is 2009 the year of mobile? For the sake of our clients, I hope not. I say that because the value and insights our clients are gaining from mobile are in part possible because the inventory availability is so strong, with little cost pressure. Due to size constraints on devices, we will never see 10 blue links or top and side navigation advertising on mobile platforms. As such, whenever the year of mobile finally does arrive, one can reasonably expect that costs will increase as demand outpaces supply of real estate. Until that time, those into the pool are enjoying greater freedom to play and learn without cost pressures.

New Models
More and more advertisers are seeking assurances that their strategy and direction are correct. Agencies are offering performance guarantees and insurance policies to quell marketers’ insecurity. Unfortunately, in these situations, there is still a lack of incentive for real growth and success.

What I expect to see more and more in ’09 is a willingness by both marketer and agency to align risk and reward. Agencies willing to bear the burden of risk with models that incent for residual actions stand to gain the most. In businesses where inventory becomes unusable (travel especially), the ability to align compensation models with company objectives presents a unique potential. What is key for this to truly work is a proper alignment of goals neither driven by procurement or gimmick.

Change You Can Believe In
Among the most frustrating things I’ve ever heard are Microsoft’s and Yahoo’s explaining how studies show the perception of quality between the three main engines is negligible. Tactics and features are not differentiators; value and benefits are differentiators.

The value proposition between consumer and Google is well-established and is unlikely to be broken by more of the same. What someone must do — and my money is on Microsoft in commercial search to explore this, while Yahoo explores brand connections – is, take a radical departure from the common expectation for search engines today. From an advertiser standpoint, the tightening of the market and departure of competition presents a great opportunity to gain more value for the investment and test alternative vehicles. For the engines, it is imperative to establish a unique value proposition with consumers that is unique from the market leader.

So where can calculated risk pay off in 2009? The advertisers who are willing to stay engaged, test new media — be it mobile or social — and look for partners willing to explore models that align compensation with success, can advance faster than during times of prosperity.

Likewise, during these conditions I firmly believe Yahoo and Microsoft have perhaps their last great chance to distinguish and close the gap in consumer perception and thus in market share and advertising revenue. As both companies experience a greater depression in their display businesses, it will be interesting to see if they will explore a change in model from straight auctioned cost-per-click to alternative forms.

Over 100 years ago, there was a successful industry built around the horse-drawn carriage. In all major industrial cities the primary mode of transportation was not the automobile, but rather horse power of a different kind. And while we can debate whether the auto industry in its current state will be the answer for tomorrow, we can certainly agree that the inability to adopt and change led to a great demise in the carriage sector. While newspapers and other traditional media channels are under greater pressures than search, it is a time for calculated risk to rule the day.

Below is the article from OMMA. Cheers, and here’s to a successful 2009.

Best Search: GroupM Search
By Susan Kuchinskas,  Thursday, January 1, 2009

Mass appeal

We bestowed the bronze award in search to GroupM Search – which isn’t a search agency at all, in the traditional sense. And that’s part of the reason they won. As the line between digital and traditional blurs, and clients consolidate their media buys, GroupM has responded by breaking the walls between search, interactive and traditional.

GroupM manages WPP’s media properties: Maxus, MediaCom, Mediaedge:cia and Mindshare, as well as Outrider, a dedicated search division, and Catalyst. GroupM Search was developed by merging the search offerings of Outrider, Catalyst, Quisma and 24/7 Real Media. It gets our nod not only for the success of its companies, making the group as a whole the largest agency buyer of search in the world, but also for its innovation in the structuring of its business.

Search is not an isolated direct response medium, and traditional media are driving search, so GroupM wants its agencies to be able to work across the entire spectrum of media and communications, says Chris Copeland, ceo of GroupM Search in the Americas. “There’s an important connection between the mass scale of traditional media, the freedom of digital media, and search, where consumers express their intent,” he says. “When we combine search with other media, it makes all those channels more successful for the client.”

Mission accomplished. With another shuffle of the deck in 2008, GroupM created what is likely the largest search specialist agency. At the same time, it placed branded search units within each of its four agencies, while maintaining the Outrider brand to serve clients that are not also clients of one of the big four. The company’s proprietary bid management platform, Decide DNA, is part of the confederation that falls under the rubric of GroupM Search. The entire search work force, including the team that develops and distributes tools and technology to the agency brands, totals 600.

The approach positions the companies to take advantage of the trend toward client consolidation of media buying. Such wins began in October 2007, when Mediaedge:cia tore all of at&t’s media business away from WPP rivals OMD and Interpublic. Now, says Rob Norman, ceo of GroupM Interaction, “If a client walks through the door of Mediaedge:cia, for example, and wants to buy any kind of advertising, they can buy it through Mediaedge:cia.”

The system works. This year, Dell wanted to consolidate its business, which had been dispersed among scads of vendors. In a big pitch that included all the major holding companies, WPP won with a proposal to have MediaCom handle all media buying – including search.

The GroupM pitch is clear: You want it, we got it. And GroupM Search has integrated search strategy across the board.

Keeping in pace with the recent trend of search engine and mobile carrier deals, Yahoo! has inked an agreement with T-Mobile, becoming the on-deck search provider for devices on the T-Mobile network, excluding the G1 and the Sidekick phones. This deal arrived immediately on the heels of the AT&T/Yahoo agreement that recently went live.

So what do these types of deals mean for the mobile space?

1. Before these deals existed, on-deck search consisted of a simple search box that helped users find ringtones, wallpapers and other info in a limited database.  With these engine deals in place, on-deck search has opened up and mobile users are able to use the same engine databases that have helped them research health info, find restaurants, or prove a fact during a conversation with friends.
   
2. These types of relationships will have a significant impact on mobile search behavior and traffic as mobile users become more aware that in the palm of their hands lies the search power of an engine they use daily on desktops for various needs.
3. Advertisers can now leverage the experience and expertise from leading search agencies; benefiting from their collaborative efforts with the search engines. This also enables the advertiser to gain insight from both a paid and organic perspective. On-deck search channels are finally becoming defined which will ease the woes of reaching the mobile search audience.

With the mobile space rapidly growing, it can be tough to stay on top of expanding relationships highlighted in the news, but Yahoo’s growing deals are ones to be sure you keep an eye on.

This is all very nice and useful, but how do you capitalize on this new lifestyle if you are an advertiser?

You tell people what they want to hear. Companies like Acuity Mobile are springing up to connect advertisers to those very consumers. With a downloadable application which users can opt into, advertisers can now send mobile phone users special messages or coupons that would entice them to take action right then and there. It is based on GPS technology that can locate a user within a range of 300 ft. or less. For example, you’re about to walk out of the casino and you receive a message that would offer you a free drink if you go back inside in the next 30 minutes.

Are advertisers ready for this kind of marketing? According to eMarketer in February 2008, mobile advertising spend has been increasing by double digits for the past two years and is projected to grow at an even faster pace in the next few.

While the technology is still in its early stages, people are starting to form varying opinions on such applications. On one hand, these are ultra targeted messages that would really connect advertisers to potential customers. On the other hand though, some may consider this invasion of privacy, feeling like someone is always watching over them. Tim LaGrone, Outrider’s Mobile Specialist, explains that overall this is a good application, because ads are only shown on an opt-in basis which is usually not possible through traditional media channels. LaGrone says “Anytime you can advertise to someone who raises their hand for recommendations and discounts based on their current location is a home run for both advertiser and consumer.”

Would you like to be informed about free drinks at the casino? You decide for yourself.

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… C: wait… SD: wait…