The increasing complexity of the industry means that marketers must now be experts not only in marketing, but also in people, data delivery platforms, and in mobile location-based marketing.

The objective of location-based marketing via mobile devices is to encourage those activities, as well as drive foot traffic, share discounts, and build customer loyalty. Mobile devices have been used to gather information about nearby businesses, including reviews, directions, calling the business, and using the businesses’ mobile app. With location based mobile marketing, the business is easy to find and has skillfully combined location-based marketing with an overall targeted marketing approach that includes social media, push notifications, email newsletters, and even offline marketing.

The objective of this Special Issue is to bring together both original research contributions on the recent development and innovations about location-based service mobile marketing, as well as review articles discussing the current state of the art. This aims to facilitate and support research in the current e-commerce innovation that makes business easy, engaging, and at hand of the consumers.

Potential topics include but are not limited to the following:

• Indoor positioning system of smart phones
• Mobile geographic information systems
• Location based marketing for smartphone users
• Location-based marketing strategies
• Mobile marketing applications
• Geo-fencing for business
• Geocaching
• Business and consumers location information
• Transportation system connected to location-based services (LBS)
• LBS-based reservation technology and mobile applications
• LBS-based tour guide technology and applications
• Location-based big-data analysis and applications
• AI technology for LBS
• Mobile engagement strategies and developing LBS technologies
• Contextual services and location data for improved services and increase business traction and engagement