Case Study 2 on Mobile Commerce

Case Study 2 on
Mobile Commerce

Table of Contents
MAIN BODY...................................................................................................................................3
Location based advertising communication...........................................................................3
Comparison of M- commerce and E-commerce....................................................................4
The benefits of the location based services on the business organisation..............................5
Ethical considerations in using the location based marketing................................................6
REFERENCES................................................................................................................................8

MAIN BODY
The Mobile commerce or m-commerce refers to the use of the mobile for providing the services.
The rise of internet and technology gave rise to e-commerce with increased use of mobile the m-
commerce taken the pace. The inventions of various services are being innovated to provide
seamless experiences to user are evolving. The use of location to target advertisements and based
on that providing services is also one such revolution. In this big world the location is being used
as a key data driver to increase the engagement. The location acts as the big data in analysing the
customer preferences and activities (Simona, Bianca and Adela, 2017). The aim of this report is
to highlight the importance of location in increasing the communication effectiveness. The
comparison of e-commerce and m- commerce is also being analysed in order to understand the
effectiveness of both platforms. Lastly, the ethical consideration is also being highlighted while
using the access to location.
Location based advertising communication
The location based advertising is the effective marketing tool that uses the access to
consumer’s location and based on that it places the advertisement. This technique takes the
permission of location and uses it to place the location directed advertisements on mobile
devices. The following advantages and disadvantages of this technology are as follows;
Advantages Personal Touch : In location based advertising the brand get the benefit of creating
personalised messages for the target segment. The option by getting the allow in request
gives the brand crafting out for the personalised messages (Attimani, 2020). These
personalised and customised messages develop the bond between the brand and
consumer. Higher conversion rate : The location based advertising uses the specific target segment
to target the demographics. By correctly targeting them the conversion rates can be built
more effectively. The clearest advantage of this technique is that the push notifications
make the effectiveness of conversion more effective, rather than placing ads on banners.
Disadvantages