The Predictive Power Of Location

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Nowadays, marketer used location as their strategic marketing tools to track on consumer needs from the company websites and mobile application consumer used. It became a powerful source of information about a customer’s position that can be used by marketers to deliver relevant messaging in innovative ways. It became an opportunity for marketers to shape consumer behavior and significantly drive sales. As a results, consumer’s privacy information was divulged.  Consumers’ evaluations of online shopping experiences and repurchase intention were influenced when exposed to information about behavioral tracking practices. To prevent misuse of personal information, government should raise consumer awareness about the risk of mobile app by holding a number of workshops for the consumer groups to explore guidelines to protect consumers' privacy online. Additionally, companies who used aggressive tactics have to be punish according to the law. (Federal Trade Commission, 2016)

Reference: Federal Trade Commission. (2016). Advertising and Marketing on the Internet: Rules of the Road. [online] Available at: https://www.ftc.gov/tips-advice/business-center/guidance/advertising-marketing-internet-rules-road [Accessed 18 Jun. 2016].

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By: Loo Su Fia