Abstract
In the modern world, many organizations are turning into ground-breaking digital media technologies in order to develop their marketing communication channels, extend effectiveness, and reorganize extra mobile marketing strengths in to the marketing world. In order to achieve powerful competition; some large organizations are investing immensely in the development of mobile marketing. Most of marketer’s dreams were come true by entering many researches and developments into mobile marketing in order to generate an enhanced digital infrastructure. Location based marketing is one of the rapid and critical transformer in the mobile marketing. Location based marketing technology is being developed rapidly every day, opening new incredible opportunities. It supports a company to send their marketing communication messages more successfully to attractive and proper audience, eliminate all redundant “sound” in the communication procedure, cut costs, and more prominently engage its audience in a transferable outcome. In this article, customer recognition, familiarity of LBM, customer trust, customer privacy, customer preference, information accuracy, cooperation have considered as the key factors affecting building location based marketing system in Sri Lanka. These key factors can be helpful for marketers, entrepreneurs to develop their location based marketing model for the better off.
Highlights
Location-based marketing provides enormous avenues for direct marketers
Customer recognition, familiarity of LBM, customer trust, customer privacy, customer preference, information accuracy, cooperation have considered as the key factors affecting building location based marketing system in Sri Lanka
The literature search was limited to peer - reviewed journals and based on key words customer recognition, familiarity of LBM, customer trust, customer privacy, customer preference information, accuracy, and cooperation
Summary
Location-based marketing provides enormous avenues for direct marketers. According to customer’s necessities it grants ample of options to decide on, LBM enables service which can attain consumers at the bordering selling points (PR Newswire, 2013). Modern Technology assists in mobile communications to acquire advanced platforms for brand-consumer connections. This indicates that the modern technology has improved B-C much smoothly than before (Sultan et al, 2009). Businesses began in commencing commercial location-based services which are to utilize the prospective of positioning capabilities. It can be referred as an information or entertainment service, which is available with mobile devices through the mobile network and uses geographical location information provided by the mobile devices (Wang & Yi, 2008). Location-based service is a form of mobile services, which are services provided through a wireless internet-enabled device. The success of LBM depends on various factors related to customers, marketing strategy of the company and various other factors related to service providers
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
