KOREASCHOLAR

THE USE OF LOCATION-BASED MOBILE DATA FOR EFFECTIVE DIGITAL MARKETING CAMPAIGNS

Konstantinos Fouskas, Theodoros Oikonomidis, Anna-Maria Zaroulia, Maro Vlachopoulou, Manos Roumeliotis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/423657
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.1071
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

In today's fast-evolving technological environment, the growth of mobile devices has provided businesses with additional knowledge on how to effectively communicate with their targeted audience. As big data generated by mobile users has become a valuable source for improving communication, users’ location data has provided an additional parameter to take into account while trying to enhance the effectiveness of digital marketing campaigns. This paper presents a comparative study of the location-based marketing field and tools. It provides an overview of different exploitation methods of location-based mobile services and data for effective digital marketing campaigns and guidelines for future research.

Keyword
Location-based marketingLocation-based servicesLocation dataProximity services
Author
  • Konstantinos Fouskas(University of Macedonia, Greece)
  • Theodoros Oikonomidis(University of Macedonia, Greece)
  • Anna-Maria Zaroulia(University of Macedonia, Greece)
  • Maro Vlachopoulou(University of Macedonia, Greece)
  • Manos Roumeliotis(University of Macedonia, Greece)