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How Close Is Too Close? Location-‐Based Advertising, Linda T. Bond, Kasi Dickerson, Joey Stepniewski, Toure Mccoy
How Close Is Too Close? Location-‐Based Advertising, Linda T. Bond, Kasi Dickerson, Joey Stepniewski, Toure Mccoy
Bright Ideas Conference
Location-based advertising (LBA) is on the cutting edge of technological innovation. By employing GPS technology, LBA finds consumers, responds to what they are doing and follows them wherever they go. This study defines LBA and examines the strengths, weaknesses, threats and opportunities. The SWOT analysis showed innovation and expansion of location-based advertising and established that the strengths and opportunities far outweighed the weaknesses and threats. However, the concern for privacy is a constant throughout all discussions of LBA.