Not just what or why... consumers increasingly decide based on "where"

It has never been more important to be close to the consumer… and to be able to let them know how close you are.

A recent article from Media Post’s “Engage: Gen Y” points-out how digital tools like GPS systems, GPS-equipped smart phones, and even location-based Twitter exchanges are making it ever easier for the consumer to find more than just a good deal. They can find the closest good deal.

Implications: As the Gen Y story points out, proximity marketing is “where it’s at.” And it’s been that way since the first sandwich-board toting ad man stood in the village square… advertising for the shopkeeper just steps away.

Consumers—and not just the young ones—are increasingly drawn to tools that make life management easier. (A trend that will only increase if/when petroleum prices rise again.) Have you studied your core customers… to know which tools they’re likely to use? From click-to-map buttons on web sites, to geo-based targeting of coupons, it’s important to stay tuned to these emerging habits… so you can deliver your offer in a way that hits close-to-home, or where ever the consumer might be.

Mike Anderson