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THE USE OF LOCATION-BASED MOBILE DATA FOR EFFECTIVE DIGITAL MARKETING CAMPAIGNS
Konstantinos Fouskas,Theodoros Oikonomidis,Anna-Maria Zaroulia,Maro Vlachopoulou,Manos Roumeliotis 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
In today's fast-evolving technological environment, the growth of mobile devices has provided businesses with additional knowledge on how to effectively communicate with their targeted audience. As big data generated by mobile users has become a valuable source for improving communication, users’ location data has provided an additional parameter to take into account while trying to enhance the effectiveness of digital marketing campaigns. This paper presents a comparative study of the location-based marketing field and tools. It provides an overview of different exploitation methods of location-based mobile services and data for effective digital marketing campaigns and guidelines for future research.