Abstract:

In today’s hypercompetitive world, new technologies appear sometimes as a threat, other times as an opportunity for firms. Firms that can keep up with the latest trends in technology and offer their customers new marketing communication channels are the ones to turn new technologies into an advantage in the hypercompetitive environment of the business world. Together with the development of technology and the fact that it has become easier for people to reach mobile devices, the concept of ‘mobile consumers’ has emerged. It is easy to reach these consumers at the right time and at the right place. The important issue for firms is to reach consumers with the right and most effective marketing communications strategy. Firms that can adapt to digitalization and make investments in technology have started to choose location-based mobile marketing communication channels. In this study, a bank using location-based mobil marketing activities as a part of its mobile communication is taken into consideration. Attitudes of these consumers towards location based marketing have been measured by a survey. This research aims at contributing to firms tending to use location based mobile marketing activities and researchers interested in this topic. The research has revealed that those consumers that are opinion leaders in technology don’t have a particularly positive view on location based marketing. Therefore, it is recommended that firms tending to use location based marketing rather not target these consumers

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