Mobile marketing: Location-based services benefits both the marketers & consumers

Mobile Marketing: Location-based services

Location-based services provide a bi-directional channel for consumers and marketers; consumers use the service to locate attractions such as the nearest shopping mall or restaurants, while marketers leverage the service to deliver location-based marketing messages to their consumers.

Most consumers have received marketing materials through their mobile device before. I receive SMS based promotional offer from Hutchison every time I walk into Times Square. These SMS promote deals offered exclusively by stores close to the area. Hutchison is successful in helping advertisers to draw my attention and provide more options to help make my purchase decision. Whether the message is successful in convincing me to make the purchase or not, the information will retain in my mind and would most likely be recalled in my evoked set one day.