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Mobile Location Services: The Definitive Guide by Andrew Jagoe

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Location-Based Advertising and Marketing

Using location-based information in advertising and marketing has been a big business for some time. Direct marketers routinely use geography-based targeting techniques in direct marketing, and marketing database companies and mailing houses use geocoding products extensively to check and improve addresses. Using mobile location services in marketing ranges from very subtle to highly overt.

An event-based service, such as a turn-key Mother's Day solution toolkit, could use location technology very subtly to improve the overall service delivered. For example, if you're using your WAP browser and notice that the Mother's Day toolkit has appeared as the second item in your mobile portal, you might remember ...

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