What user's want from mobile location-based advertising services Literature review

What user's want from mobile location-based advertising services - Literature review Example It is important for businesses to identify a customer in close proximity to their premises, hence offering them incentives that enable them to identify the selected shops. Tsai et al. (2009) concur with the fact that location awareness brings an interesting aspect to customers since the majority of their purchase decisions are usually made within stores. The finding is in line with the idea that location-based adverts address consumers at the point of purchase decisions while at the same time holding potential results for entrepreneurs. Moreover, there are possibilities of integrating personalised offers and advertisements within the applications (Mobile Marketing Association, 2011). However, this study reviews numerous studies and models that focus on detailed variables influencing consumers’ intention towards mobile location-based advertising services. According to Ickin et al., (2012) the introduction of smart phones with GPS receivers has made marketers to be vigilant on the use of technology. In this case, marketers utilise locations to target customers sending them messages on company location alongside products and services offered. Improvement in technology drives the capabilities of Location Based Advertising granting marketers opportunity of creating clever techniques of selling their brands to customers. However, consumers are trying to gain composure on the idea that advertisers are able to locate them, implementation of such services as Foursquare focuses on delivering large consumer base for band advertisers. On the other, hand Wac et al. (2011) assert that some of the new technology initiatives, business models alongside willingness of consumers to accept the technology make mobile location one of the important elements of marketing. The failure associated with many location initiatives results from most marketers ign oring the actual consumer wants. One of the most important considerations is ensuring that services utilizing