Word of the Week: Location-based marketing
Location-based marketing utilizes the GPS technology in a user’s mobile device in order to send content tailored to their specific geographic location. Based on their proximity to restaurants and stores, users receive push notifications alerting them of relevant coupons, sales and special offers. Location-based marketing is a hot topic in the industry, as many feel GPS tracking of mobile devices—for any reason—is a major invasion of privacy. However, many consumers willingly share their location with friends and family via check-in features on social media platforms such as Facebook, Foursquare and Swarm on a daily basis. Social media users’ voluntary location sharing practices also provide marketers with the opportunity to analyze the types of content customers are accessing on-the-go, and how it affects their purchasing decisions. While controversial to some, location-based marketing helps marketers to better understand customers and cater to their specific needs. Location-based marketing is expected to grow exponentially in the next few years, with studies showing that both marketers and consumers will see more of it in 2014 and beyond.