Location-Based Marketing (LBM) is defined as the use of mobile marketing to target mobile users within a certain geographic area. The technique can be used by businesses that want to send mobile display (banner) ads, mobile paid search ads or other forms of mobile advertising to people who have been located using GPS or cell tower triangulation.
Location-Based Marketing is perfect for you if you want to promote your product or service to people within a specific area. In other words, if you’re a restaurant owner and you want to send a mobile ad to people who are within a 5-mile radius of your location, then LBM is one of the tools you’d want to use.
Jeanne Hopkins and I cover this topic extensively in Go Mobile (affiliate link), where we provide best practices for people using LBM or any other mobile marketing tool to grow their sales and revenues.
Better still, the kind folks at SilverPop have created an infographic which tells the Location-Based Marketing story quite well. Check it out below!