Location, location, location! That phrase has morphed over the years. “Location-based” marketing strategies have focused on physical location, newspaper ad placement, billboard location, postcards or mailers sent to targeted zip codes, and even SEO. The main drawback of those strategies is that they require a lengthy analysis period and can be costly. Even SEO, which was thought to be a lower-cost alternative to traditional marketing media, can accrue expenses quickly based on ad category and click-through rates. In addition, all of those methods utilize passive marketing campaigns. Yes, even SEO marketing is passive, despite being digital, because the end-user must enter a search term and scroll to where a credit union is listed in the results.