Recently, my take on the emergence of location-based marketing appeared in a Gloves-Off feature in DM News--Is location-based marketing a 'must have'?. As I mentioned in the piece, our team at Fusion92 is continually excited and motivated by the potential of this evolving practice. That said, on a daily basis we still ask ourselves—“Is location-based marketing (or any marketing technique for that matter) currently a necessity for every brand that we work with?” The answer is no, not necessarily. Of course, some brands (mostly B2B) don’t have much of a purchasing environment or any sort of “location” to speak of in the first place. But as I insinuate in the piece, for all other brands ready to dive in and build lasting relationships with customers by leveraging the mobile channel to reach them right at the point-of-purchase, the emergence of the practice and the location-based networks is significant. With that in mind, regardless of your client base, all marketers should have a fundamental understanding of the strategies, channels and practices involved with proximity marketing.