Marketing Strategies in the Era of Mobile Applications: The Use of Geolocation and Contextual Advertising

- Riabova, Tetiana (orcid.org/0000-0001-6333-3118), Havrylyuk, Ivanna (orcid.org/0000-0002-9517-3021), Vader, Tetyana (orcid.org/0009-0008-1744-6646), Kustovska, Oksana (orcid.org/0000-0003-1469-9249) and Makhynia, Тetiana (orcid.org/0000-0003-4065-0465) (2024) Marketing Strategies in the Era of Mobile Applications: The Use of Geolocation and Contextual Advertising Economic Affairs, 2 (69). pp. 1005-1020. ISSN 0424-2513

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Abstract

This comprehensive study embarks on an exploration of contemporary marketing strategies within the dynamic landscape of mobile applications, particularly emphasizing the utilization of geolocation and contextual advertising. The crux of this research lies in dissecting the effectiveness and inherent challenges of these cutting-edge marketing tactics. By systematically analyzing various case studies and current literature, the study unveils the substantial impact of geolocation-based marketing and contextual advertising on enhancing customer engagement and driving sales, underscoring the significant return on investment these strategies offer. However, this exploration is not without its complexities. The study investigates the technical challenges, including issues of data accuracy and platform integration, and critically examines the ethical and privacy concerns that are increasingly coming to the fore in the digital marketing domain. The research highlights the delicate balance marketers must maintain between leveraging innovative technologies and respecting consumer privacy, especially in light of stringent regulatory landscapes like GDPR and CCPA. A unique aspect of this study is its forward-looking approach, offering strategic recommendations for marketers to harness these technologies effectively. It also identifies and suggests areas for future research, particularly focusing on the evolving nature of privacy regulations and the potential impact they hold on shaping future marketing strategies. This study not only contributes to the academic discourse in digital marketing but also serves as a strategic guide for practitioners in the field, paving the way for responsible and efficient use of technology in marketing.

Item Type:	Article
Additional Information:	Riabova, T., Havrylyuk, I., Tetyana, V., Kustovska, O. and Makhynia, T. (2024). Marketing Strategies in the Era of Mobile Applications: The Use of Geolocation and Contextual Advertising. Econ. Aff., 69(02): 1005-1020
Keywords:	Mobile Marketing, Geolocation Strategies, Contextual Advertising, ROI, AI, Augmented Reality Marketing.
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 00 Prolegomena. Fundamentals of knowledge and culture. Propaedeutics > 004 Computer science and technology. Computing. Data processing Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 33 Economics. Economic science
Divisions:	State institution of higher education «University of educational management» > Educational and scientific institute of management and psychology > Department of Education, Administration and Social Work
Depositing User:	доцент Т. А. Махиня
Date Deposited:	26 Jul 2024 07:07
Last Modified:	26 Jul 2024 07:07
URI:	https://lib.iitta.gov.ua/id/eprint/741901

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