Abstract
The increasing complexity of the industry means that marketers must now be experts not only in marketing, but also in people, data, delivery platforms, and mobile location-based marketing. The objective of location-based marketing via mobile devices is to encourage those activities, as well as to drive foot traffic, share discounts, and build customer loyalty. The mobile devices are used to gather information about nearby businesses including reviews, directions, calling the business, and using the businesses’ mobile app. With location-based mobile marketing, the business is easy to find and have skillfully combined location-based marketing with an overall targeted marketing approach that includes social media, push notifications, e-mail newsletters, and even offline marketing.
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