Low response fails to dent Umbro faith in mobile marketing

SPORTSWARE firm Umbro is ramping up location-based marketing to target fans of football clubs in the English Premier League – the world’s richest.

This comes despite the fact that a recent trial of Foursquare at Manchester City FC’s games against Tottenham Hotspur did not perform nearly as well as hoped.

Foursquare is still a relatively new social media which may explain the low uptake, but with Facebook now getting into location based services, it seems like it’s only a matter of time before big brands reap the benefits of location specific and contextual marketing.

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