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 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The objective of this special issue is to bring together research contributions of unpublished research on the recent development and innovations about the location-based service mobile marketing. This aims to facilitate and support research in the current e-commerce innovation that make 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
• Geofencing for business
• Geocaching
• Business and consumers location information
• Mobile engagement strategies and developing LBS technologies
• Contextual services and location data for improved services and increase business traction and engagement