How Are Location-Based Technologies Reshaping Mobile Marketing

The mobile marketing landscape is rapidly evolving. The development of mobile-specific location-based technologies continues to create new opportunities for businesses in a variety of industries to reach their customers with targeted, timely, and relevant messages. These leading technologies allow marketers to personalize their campaigns based on the interests and locations of their customers in real-time.

Location-based technologies enable marketers to engage with customers within their physical location and offer relevant messages at the right time. With the rapid adoption of smartphones, location-based technologies are seamlessly part of marketers’ daily jobs.

How is Mobile Marketing Reaping the Benefits of Location-based Technology?

Here are some of the most popular location-based technologies for mobile marketing:

  1. Geo-Fencing

Geo-fencing is one of the best ways to use location based marketing. A geo-fence is an invisible barrier that surrounds any desired location – such as a store, restaurant, or other business – by setting up a virtual perimeter around an area.

For instance, when someone crosses the boundary into that area, they become part of the audience that can be marketed to. This allows a business to advertise to people when they’re close to their store, which makes it more likely for customers to visit that store when they’re in the mood for what it has to offer.

  1. GPS

GPS (Global Positioning System) technology is used in most mobile phones, and it’s an easy way to trigger messages based on where people are in the real world. For example, this service sends messages to users who’re within a certain distance of your store or even lets users find locations with specific products in stock.

  1. Near-Field Communication (NFC)

NFC is an advanced technology that allows two devices to communicate wirelessly when they are close together. You can use NFC to transmit information or provide mobile applications that trigger actions when devices come into contact with one another. For example, if you have an NFC tag on your business card, you could set up your smartphone so that it automatically dials your office number when you tap the phone against the tag. 

Thus, it’s a great way of providing information and actions in the real world without having to rely on an app or website.

  1. Beacons

A Bluetooth Low Energy (BLE) beacon is a small device that can transmit signals to Bluetooth-enabled devices nearby. It’s typically used by retailers to communicate with shoppers in their stores. For instance, if you walked into Target tomorrow, your phone might ping with an alert about the great deals on things like toothpaste this week.

  1. WiFi

This is the most popular option because nearly everyone uses WiFi on their mobile devices. It can be an expensive option, but it’s worth the ROI compared to other options. Like, you can set up WiFi networks in your store and send customers offers on their phones when they’re connected to your network.


Overall, location-based technologies make your marketing campaign more targeted and unique. On the one hand, you are provided with an opportunity to access a wide variety of information about users. On the other hand, you can create a personalized marketing approach based on each user’s preferences, which promises to accelerate your revenues to unimaginable levels. 

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