The intersection of location awareness, social media, and mobility is finally delivering the ability to target customers with incentives and coupons at the point of decision-making. This is compressing buying cycles and creating the need for more agile thinking and actions. But these tools are also providing a powerful way to listen to customers and understand trends and micro-trends as they pop up.

“We will see more marketers taking steps to buy quickly because that is the future of all media buying,” said Bonin Bough, vice president of global media and consumer engagements at food manufacturing giant Mondelez International, formerly Kraft Foods. Bough told that organizations must be particularly aware of privacy issues, including how comfortable customers are with sharing their location data. “It’s not entirely clear how all of this will pan out, but there’s no doubt that marketers will be at the center of the dialogue,” she said.