Four ways to make location-based marketing work

Location-based marketing is certainly the new buzz, particularly for brands with brick-and-mortar stores. Simply put, location-based marketing is any method that targets customers as they enter a certain vicinity. (Including hanging a storefront sign!) 

Brands have been testing numerous ways to implement location-based marketing via mobile devices. It makes a lot of sense. If you can track and target customers with offers and coupons via their mobile devices as they enter the vicinity around your store, theoretically, you are providing the right product at the right time (at hopefully the right price).  

These days, brands are trying new ways to make location-based marketing work, implementing ideas such as mobile coupons, mobile push combined with mobile payments, layering location data with past behavior, and in-store beacons. Here are four tactics that seem to be working. What will work best for you?