What is Location-Based Marketing?

Location-based marketing is a direct marketing tactic that uses a mobile device’s location to alert the device’s owner about an offering from a nearby business. It is also a valuable approach for retailers since they can recognize the presence of a customer in-store, notify their staff and provide them with helpful client information.

This type of direct marketing is made possible thanks to location-based technologies which make it possible to locate a device within a specific geographic location and use its location data to target specific users based on current location or location history.