Study on Location-based Advertising Optimization Model

Abstract

This paper describes the present status of development of mobile advertising and analyzes the existing problems of mobile advertising. Based on the research results of domestic and foreign scholars, the paper summarizes three main influence factors of LBA: Context, content and consumer and comes up with 7 managerial implications. On basis of analysis of the factors of LBA, LBA optimization Model is built. Accordingly, the paper proposes the 3C optimization strategy of LBA. That is context marketing, content marketing and one-to-one marketing, which offers companies specific rules and advice in putting LBA into practice. Context marketing highlights that marketers should pay more attention to the consumers’ scenarios. Content marketing lays stress on the information the LBA delivers. One-to-one marketing emphasizes the variety of LBA receivers and the personalized pushing. The 3C optimization strategy of LBA, aims at making the theory of LBA more systematic and helping marketers take specific measures to boost the effect of LBA.