City-specific targeting is a strategy that is becoming paramount for travel marketers to tap, especially as different United States locations lend themselves better to certain types of messaging and offers. Consumer desires and behaviors vary from coast to coast, suggesting that more brands should use A/B targeting to discover the most effective mobile-optimized message to send to residents in cities to bolster return on investment. “People are looking at how to target direct users, and they are going for age and gender,” said Sigal Bareket, general U.S. manager and co-founder of Taptica, San Francisco, CA. “The location where the person is living was kind of overlooked. “When marketers are taking this into account, it’s mostly global. It’s nothing relevant specifically to New York or San Francisco, so they usually overlook the goal or need to address people specifically in New York.” Get the full story at the Mobile Marketer