For some time now the mobile marketing industry has been talking about location-based mobile marketing as the next big thing. Certainly, there's been a lot of hype about location or "geo-fencing" mobile marketing. But in reality there haven’t been that many examples of it in action.  

So, when I read about a new location-based mobile marketing campaign from the American sporting apparel manufacturer -North Face- I was intrigued. Thought to be the first use of "geo-fencing" mobile marketing for a clothing manufacturer, the campaign will send a SMS to customers when they are near one of North Face's stores in San Francisco, New York, Boston or Seattle. The SMS alerts will contain information about promotions (such as a free give away with purchases) or the latest seasonal arrival in store.

As is usual for mobile marketing campaigns, North Face's is only for customers that have opted in to receive SMS messages. Although the clothing firm has dabbled in mobile marketing before with its snow report application for iPhone users this is the first time that it has used a receiver's location to trigger an SMS marketing message.

Certainly, this highly targeted approach has the potential to be a big success. You're pushing valuable information to people that want to receive it. Plus, the highly local aspect of the mobile marketing campaign should help to tempt people to the stores... and ultimately the checkout. 

My guess is that the key to its success will be in the targeting precision. Sending a very specific SMS promotion to just the right customer, in just the right location to encourage them into the store to see what's on offer. Get the offer wrong and you may see an increase in receivers opting out of opting in.

Assuming that marketers and the public do take to location-based mobile marketing it's interesting to think how this approach could affect our shopping in the future. From quick promotions valid for just a matter of minutes to impromptu meals (with spot dinning offers) - our Saturday afternoon shopping may never be the same.