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Location marketing has come a long way since the early years of push messages, ‘in the moment’ advertising, sending an SMS to a consumer as they approach a specific brand venue. Location-driven mobile marketing has significantly grown in importance over the last few years. The data derived from the mobile device, now provides deep insight capabilities that provide the opportunity to target rich audiences and measure real-world behaviours – unearthing the science behind our movements.

Undoubtedly, some consumers are becoming more accustomed to the idea of sharing their device’s location with apps, in exchange for useful or personalised services. Research published by Verve on 2,000 UK consumers revealed that 55% said they were happier sharing their location data than they were two years ago, in return for relevant and targeted advertising.