Adding Context to Location Leads to Higher Conversions by Chris Trayhorn, Publisher of mThink Blue Book, March 12, 2014 73% of mobile searches result in actions or conversions and over half of those happen within an hour. These are key statisitics that local marketers need to keep front and center. Mobile devices offer marketers an incredible channel to potential customers, but Deborah Lance believes it’s critically important that campaigns don’t simply use location as the trigger for an offer: “Bringing context to location based on user profiles, also enables advertisers to begin predicting what consumers are doing, or intend to do. For example, on each of my recent trips to New York City, I’ve taken the train from Grand Central Station to Darien, CT after spending a day in the city. A savvy marketer who predicted this trip and sponsored a text about the time and track of the next train as I approached the station would have earned a huge amount of goodwill from me. It’s all about delivering the right information to the right person at the right time.” It is anticipated that location-targeted ad revenues will grow from $2.9 billion in 2013 to $10.8 billion in 2017, so it’s worth spending time getting the local aspects of your marketing campaigns right. More here. Filed under: Revenue Tagged under: Advertising, local, Mobile About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.