David Sayce | Digital Marketing Consultant

Marketers will stop playing games and start closing sales

With strong winds in their sails from the warm consumer embrace of smartphones and tablets—and the apps, content and media consumption they enable—mobile marketers are setting their sights on using these devices to influence transactions. This represents an evolution of the mindset of getting the consumer in the door. Broadly, this is a cultural shift from check-ins to checkouts.

While many mobile users have taken advantage of their device’s ability to connect location with useful information, such as maps, directions or recommendations, comparatively few ever caught on to the check-in trend. Pew Internet & American Life Project found in May that while 58% of smartphone users had used some kind of location-based service on their phone, just 12% had checked in somewhere.

Read the full article here: 2012 Trends: Checking In on Checking Out [eMarketer]