Location-based Mobile Marketing

The sweeping impact of the tech world on everyday functions of our lives in the past several years is very well understood. Much of what is acknowledged to be the virtual platform for people to express themselves has become an inseparable part of the modern human identity that takes comfort and joy in offering their sense of individualism and therefore demand an entitlement to being globally approved and emotionally recognized. The binding essence of the modern age we know called the internet has taken notions as anonymity and turned them into exposure at great pace. The facilitation that is brought by the internet is not only a gift of internet itself but also a gift of its products. Every consumer of any background, any race or nationality is leaving a trace of digital identity behind as they make transactions in the online and offline world of business. The usage of this data is nowadays an essential part of marketing the products that are introduced to consumers on daily basis. According to the literature review on the subject of location-based mobile marketing, there is a significant gap in the research regarding the issue. This gap is identified to be more leaning towards the user-centric approach rather than the technological one. Based on this information, the author aims to answer the question: “what are the implications of location-based advertising in mobile marketing?” By answering this question, the author will provide the necessary framework through which the findings of the survey can be generalized to the larger population of mobile users while providing data from secondary sources in order to justify the claims of analysis and thus make suggestions for marketers in a practical way of thinking as well as recommendations for future research. (...