The profusion of mobile devices has changed the way companies reach and engage with customers. Marketing tactics will involve delivering content tailored not only to where people are in the customer journey, but also to where they are physically located, and when and how they access their information. Successful mobile marketing will really be about delivering contextual relevance―content applicable to a specific moment in time. A person’s location can provide much more insight about who they are based on demographic and other lifestyle contextual assumptions.