Second beyond the question of whether this is the year of mobile are the queries we hear about consumer interest (or disinterest) in walking by a Starbucks and receiving an offer on their mobile device. Brands talk about it. Consumers wonder about it. Media loves the topic. Hence, the attention to my new Adweek opinion piece called The Hyperlocal Opportunity. “The temptation to jump into the hyperlocal waters is high. However, before taking action, marketers are advised to first run through a quick hyperlocal marketing checklist. You can read the checklist and rest of the piece here http://bit.ly/hWjhxO. If your preference is Brandweek, the publication ran the story here. http://bit.ly/hYWG83.