Guest Column | October 10, 2013

Location-Based Marketing Is More Than Just Mobile Advertising

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By Bob Johns

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A conversation with Asif Khan, founder and president of LBMA

Asif Khan, founder and president of the Location Based Marketing Association (LBMA), is an expert when it comes to location-based and mobile marketing. To Asif, “Location based marketing is the intersection of people, places, and media.” The LBMA does not restrict this type of marketing to mobile, but it is a huge part of the equation. “Location marketing is really about any place that consumers are in that marketers want to reach, and the media used to do so,” Khan says.

Mobility comes into play immediately to determine where someone is at any given time, through the use of location-based technology like smartphone GPS. “Once you know where someone is, the next step is to determine what media is in their proximity,” Khan explains. “If you are in your car, it may be the radio or electronic billboards. In your living room, television may be the most readily available media.” Hyper-local marketing is the blending of media with customization to person and place.

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