Location-Based Marketing in CRM: Strategies, Benefits, Challenges

This report delves into the application of location-based marketing within Customer Relationship Management (CRM). It examines the strategies employed, such as geo-targeting, geo-fencing, and beacon technology, to enhance customer interactions and drive sales. The report outlines the benefits of location-based marketing, including increased business opportunities, easier segmentation, and improved return on investment, while also addressing the challenges, such as inefficient implementation and consumer privacy concerns. The analysis explores the role of technology in enabling these strategies and provides insights into how companies can effectively integrate location-based marketing to improve customer relationships and achieve their business objectives. The report provides an overview of the theoretical background of location-based advertising in the process of managing customer relationships.