Learn in the textbookDiverse Marketing Methods and Promotion
DefinitionLocation-based marketing (ロケーションベースマーケティング) uses location data from smartphones and similar devices to deliver information that fits where the customer is right now.
ExplanationBesides GPS, location can be estimated from Wi-Fi or from beacons placed inside a store. For example, when a user enters a shopping mall, the app can show coupons for shops in the building. Because the message reaches people who can act right there, it readily leads to visits and purchases.
AnalogyLike a tour guide at a sightseeing spot who points out only the sights near where you are standing.
Memory hook"Location" means where something is. It is the same word as in a film's location shoot, which Japanese shortens to ロケ.