Thanks to the explosion in mobile technology, the perspective on location is changing again. In recent years, smartphones and social media have made a massive impact on the way consumers communicate and businesses advertise. The Pew Research Center reports that a whopping 95% of U.S. adults own a cell phone of some kind. Another study reveals that 80% of social activity is done from mobile devices - meaning that people are posting content on the go. And the U.S. is hardly alone. The Independent reported in 2014 that the number of mobile devices - 7.2 billion - had surpassed the number of people on the planet. So what does this have to do with location? With skyrocketing mobile usage comes accurate location data, enabling businesses to understand exactly from where people are publicly posting on social media. They can then use that additional layer of context to deliver messages in the right place at the right time. This lets businesses cut through the noise and find the right moment to engage — rather than to interrupt. The outcome is a more organic, human-to-human interaction between companies and consumers. As a result, the pendulum is swinging back. Location is once again becoming a primary focus of marketing, as all consumers who have seen pop-up messages seeking permission to know their location are already aware. Major social media platforms looking for advertising dollars are developing location-based, mobile-first products and features. For instance, just last month, Snap Inc. launched Snap to Store, which tracks whether sponsored geo-filters boost visits to the brand’s locations. Get the full story at Knowledge@Wharton