Location marketing is the ability to market to someone in real time where ever they are right now.
It uses a combination of technologies, from GPS, smartphones and NFC and represents one of the most exciting and biggest opportunities to digital marketers.
Our location defines us. Where we have been. Where we are now. Where we are going. Our location is determined by where we work, where we shop, where we go for entertainment, where we go to eat. Nothing else defines a person so accurately as where they are at any given moment. But until we all carried a mobile phone, it was very difficult to know precisely where any one was.
This changed with the advent of Smartphones equipped with GPS (Global Positioning System) and NFC (Near Field Communications). People can now check-in to a location to signal their arrival and in return receive rewards in the form of a loyalty program or mobile vouchers.
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