Related to the evolution of hyperlocal search and SoLoMo marketing is geofencing technology, which is a virtual perimeter for a geographic area. The concept is being embraced by some retailers and shopping centers nationwide. For example, real estate company DDR Corp. , which owns hundreds of U.S. shopping centers, is using a location-based mobile marketing service at its 27 open-air malls across 16 markets to text deals from the retail tenants within those malls.
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