Location Based Marketing: Issues and Opportunities in the Real World

Abstract

In the contemporary world, where consumers are more fragmented than ever before, marketers are looking for novel and imaginative ways to catch people's attention and connect with these parts. Location-based marketing refers to any programme, service, or advertising effort that makes use of a customer physical location to deliver or enhance a marketing message or product. The objective of this study is to examine the increasingly common practise of marketers and consumers using location-based services, as well as the factors and incentives that influence each group's use of these services. In order to give a greater knowledge of how these applications might improve our lives, a few well-known applications in this subject are also mentioned as examples from the actual world. Finally, a study of the problems surrounding this subject is made, covering a predicted issue in some applications as well as other problems pertaining to customers and businesses.