- Reach specific targeted audience
Marketers can create campaigns aimed at more specific age, gender, income, and lifestyle segments. - Tailor-made information provided
Gives consumers control on what, when, where, and how customers receive ads, more relevant information, personalized message, and targeted offer are provided to customers. - Widely application
It not only used principally for advertising, but also doubled as a means of researching consumers. Consumers are constantly providing information on their behavior through mobile internet activity.
Limitation of of LBA: Privacy and Perception of Spam
- Concerned for privacy
Many consumers are concerned for their privacy and risk of being monitored without being aware of it. - Perceived as a spam
Consumers can easily perceive LBA as spam if done inappropriately. Spam is what the consumer perceives as an unwanted marketing or message they did not directly opt-in to receive.
Source:
http://en.wikipedia.org/wiki/Location-based_advertising
