Targeting consumers at the “zero moment of purchase” — that is, while they’re shopping inside a store where a brand’s product are sold — is aproven way to increase conversion rates on mobile coupons and other discounted offers. Unfortunately, getting this type of high-impact marketing program off the ground can involve much more than a typical offline campaign. Brand marketers have to understand the limitations of indoor location technology, as well as the desires of their target audiences, if they want their targeted promotions to drive in-store sales.
To find out more about what marketers should know, we consulted with experts in the field of purchase-based ad targeting. Here is the best advice.