Location, location, location.
No, it’s not the old adage of real estate — it’s the new “last mile” of advertising. While e-commerce and m-commerce are growing fast, old-fashioned bricks-and-mortar purchasing is still 93 percent of all retail sales. Which means that brands and companies that want to address the bulk of consumer spending still need to think hard about local.
Mobile advertising platform Verve Mobile, which bills itself as a “location-based mobile platform,” announced this morning that it has purchased beacon technology platform Fosbury. The goal, it says, is to further link mobile marketing to offline retail performance.