According to Bruner and Kumar, "LBA refers to marketer-controlled information specially tailored for the place where users access an advertising medium".
Once these steps have been completed, the company can now use location-based technology to provide their customers with geographically based offers and incentives.
For pull-based LBA, users interact with local, typically mobile, sites or applications, and are presented offers in a standard pull advertising model.
[6] The internet can do similar things, such as sending new information about products, promotional coupons, or asking consumers' opinion, but few people respond to e-mail marketing because it’s not personal anymore.
Finally, unlike other traditional media, LBA, in addition to being used as advertising, can also be used to research consumers[clarification needed] which can be used to tailor future offers.
For example, a restaurant that is experiencing increased competition can use the specific database – a collection of small mobile surveys of customers who had used coupons from the LBA in the geographic area – to determine their dining preferences, times, and occasions.
[9] On one hand, marketers can entertain, inform, build brand awareness, create loyalty, and drive purchase decision among their target consumers through LBA.
To conclude, in order to ensure continue success and long-term longevity of LBA, consumer trust must be established and maintained.
In International Journal of Mobile Marketing, Banerjee and Dholakia found that the response to LBA depends not only on the type of location but also the kind of activity the individual is engaged in.
Marketers must also develop relevant and engaging advertising content that mobile users want to access at the right place and time.
The best way for marketers to distance from spam is to give consumers choice, control, and confidentiality while insuring that they only received relevant information.
A claim such as "[location] woman loses 10 pounds with our new diet plan" is clearly false, since it cannot be substantiated for the majority of geographies where the advertisement might appear.