A Literature Study on Local Based Marketing and Related Technologies

With the increasing technological developments and the spread of e-commerce, the concept of local marketing has increased its importance and application area. With this method, companies were able to reach more customers through electronic media and were able to go beyond trade trapped in a certain region. In addition, consumer confidence in technology has made local-based marketing (LBM) more efficient and life-saving. LBM is more preferred for shopping and brings consumers closer to brands. Thanks to advanced technology tactics such as GPS (Global Positioning System), Beacon or bluetooth sensors, this online process has been even more successful. In this study, it is aimed to present the concepts of local based marketing, global positioning system and beacon technologies in the current literature and present different applications and technologies related to the subject.