Location-based marketing software uses geolocation technology to deliver targeted content and promotions to users based on their physical location. This software can identify where users are through their mobile devices, IP addresses, or other connected devices, allowing businesses to send personalized messages, offers, or ads when users are near a specific location, such as a store or event. The software is used by retailers, event organizers, restaurants and cafes, travel and hospitality, etc. Key features include geofencing, location tracking, analytics & reporting, location data, push notifications, and mobile apps, which help businesses optimize their marketing strategies and measure campaign effectiveness.
Gartner defines mobile marketing platforms (MMPs) as software solutions that help organizations create, activate, execute, analyze and optimize mobile marketing campaigns and experiences. The platforms target audiences on their mobile device through multiple message types such as SMS/text, push notifications, messaging apps and in-app messages. These platforms enable marketers to engage customers and prospects through a range of mobile-specific tactics — spanning mobile websites, mobile applications, smart device engagement, messaging (such as SMS and native applications), push notifications (such as on mobile apps and off websites), location-triggered interactions and mobile wallet cards. Mobile tactics are particularly suited to, for example, providing time-sensitive notifications to audiences, whether that’s in response to a live event, location-specific moment or a fulfillment update. MMPs also help measure and optimize the effectiveness of mobile strategy. MMPs can operate as stand-alone solutions within a marketing organization’s tech stack, or operate alongside other marketing technology. These technologies can include a set of capabilities within a multichannel marketing hub (MMH), marketing automation platform (MAP), customer data platform (CDP) or other marketing automation applications. Stand-alone MMPs are a more specialized solution, often used in conjunction with an MMH, email platform or B2B MAP.