Location-based marketing works by leveraging geolocation technology to target consumers with relevant promotions and content based on their physical whereabouts. Businesses utilize data from smartphones and GPS devices to identify a user’s location and push notifications, advertisements, or offers that are contextually relevant. This targeted approach enhances the marketing strategy by providing potential customers with timely and personalized information, increasing the likelihood of engagement and conversion. For example, a shopper near a store might receive a coupon, encouraging them to visit and make a purchase, thus enhancing the customer experience.