Nowadays organizations are adapting mobile as a marketing channel to meet the needs of consumer behavior. To increase customer loyalty, organizations are making mobile specific sites, device optimized applications, innovative user experiences. But, due to fragmented landscape, multiple operating systems, consumer identification, privacy and security features marketers cannot reach their target customers. These challenges will always be there for marketers but time has come to explore different avenues. So, location based marketing has become important to marketers. To know more about location based marketing, follow  Pravin Kumar Shanmugam (Digital Consultant at Mindtree)’s article link: http://digitalmarketingmagazine.co.uk/articles/add-location-in-to-your-existing-marketing-strategy/1200