With the enormous prevalence of mobile devices, retailers and businesses have anxiously awaited a solution that provides real-time, targeted messages to consumers. Behold, location-based marketing was born. This beacon enabled technology has great benefits for both the consumer and the business. For consumers, it's a convenient method of receiving special offers or alerts from their favorite retailers.
Location data is everywhere. It's embedded in our smartphones, the GPS-enabled apps we use, the photos we share, and the online transactions we make. And, today, consumers are more willing than ever to share their location data with brands in exchange for more personalized content.