What is Location-Based Marketing

Location-based marketing is a direct marketing strategy that uses a mobile device’s location to alert the device’s owner about an offering from a nearby business. It is also useful for retailers as it recognizes the presence of a customer in-store, notifying the staff and providing them helpful information about the existing customer. This type of direct marketing has been made possible by the avenue of Location-based technology and services.

Location-based technology refers to the technology that makes it possible to locate a device within a specific geographic location. A location-based service is the software application that uses location data from an IP-capable mobile device to target specific users based on location or location history.