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Defining Location Based Marketing and Identifying the Benefits of this Strategy

Author

Listed:
  • Mohammad Hazimeh

    (University of Economics - Varna, Varna, Bulgaria)

Abstract

With the development of technology, marketing methods have had to evolve to suit everyday lives of customers in order to grasp their attention where it matters most. The increase of smart phone usage and the entrance of the social media and smart phone applications in everyday lives have made it necessary for marketers to tend to customers using those methods. Location Based Marketing has been the marketing method which reaches these potential customers where they are found, at the right time and place, in addition to the precise targeting of the relevant market. Location Based Marketing uses several techniques to achieve that matter, giving it several benefits, advantages, and an over hand in successful marketing and goal achieving.

Suggested Citation

  • Mohammad Hazimeh, 2021. "Defining Location Based Marketing and Identifying the Benefits of this Strategy," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 10(3), pages 122-126, December.
    • Handle: RePEc:vra:journl:v:10:y:2021:i:3:p:122-126
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    File URL: http://su-varna.org/journal/IJUSV-ESS/2021.10.3/122-126.pdf
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    References listed on IDEAS

    as
    1. Ketelaar, Paul E. & Bernritter, Stefan F. & van Woudenberg, Thabo J. & Rozendaal, Esther & Konig, Ruben P. & Hühn, Arief Ernst & Van Gisbergen, Marnix S. & Janssen, Loes, 2018. "“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice," Journal of Business Research, Elsevier, vol. 91(C), pages 277-285.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing; Location; Location Based Marketing; business; social media; targeting; geotargeting.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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