Reinforcing Requirements and Stimulating the Purchase Intentions

Abstract

This chapter briefly discusses the growing promotional techniques and marketing strategies adopted by organisations in attracting and retaining customers. The growth of technology has enabled new insights in pulling target customers and creating intentions to purchase products and services, and one of such methods is location-based mobile targeting technique. This strategy works best for those segments of users who look for instant information and are ready to take action based on the information/offers received. Through this chapter, the readers get a brief knowledge on technologies adopted by organisations in marketing and promotions, optimising the advertisements and offers to specific target population, what location-based marketing is, how it works, and technologies and techniques employed such as geofencing, geo conquesting, geotargeting, proximity marketing, etc. Further, the chapter discusses the advantages and disadvantages of mobile target marketing, and finally, the chapter ends by explaining how organisations could adapt for better competitive performance.