Stephen Cobb

The current buzz about GPS-based marketing on smartphones may be obscuring a whole slew of location-based marketing opportunities for retailers: namely, geo-targeting opportunities that have nothing to do with mobile devices. That's because an overwhelming majority of online purchases are still made from notebooks and desktops, and the general location of these devices can be determined by IP address. This simple fact of internet technology means any online store has the potential to market and merchandise relative to location. But does it makes sense to do this, and what geo-targeting strategies should you use?