Gartner’s Cool Vendors in Mobile Marketing, 2016 report provides snapshots of emerging vendors driving interesting capabilities in location-enabled marketing, to enhance personalization and local advertising capabilities. All coming as a part of a strategic push toward more event-triggered marketing.
“Contextual insights about customers or prospects can be ‘nuggets of gold’ for marketers,” said Mike McGuire, Vice President, Research, Gartner. “Knowing that an individual frequents a farmers’ market every Saturday can tell you they’re into fresh food and are likely to have more than a passing interest in cooking. Moreover, information about the local events consumers attend is valuable to businesses near those events for offer-targeting. Gravy has built the largest database of local events in the U.S. to do that.”