Location-based marketing delivered through smartphones and other portable devices allows businesses to connect with potential customers within specific geographic boundaries. For example, a coffee shop could send a promotional offer to individuals within a one-mile radius. This strategy employs location data, often gathered through GPS or Wi-Fi signals, to refine ad delivery and increase relevance.
This approach offers significant advantages by increasing the efficiency of advertising spend and enhancing return on investment. Reaching consumers at opportune moments and locations improves engagement and conversion rates. Historically, localized marketing relied on broader methods like print media distributed within a defined area. Technological advancements in mobile devices and data analytics have revolutionized this practice, providing granular control and personalized messaging opportunities. This evolution reflects the growing importance of reaching consumers in real-time, based on their immediate context and location.