In India, there are 140 million-plus smart phones, likely to grow to 500 million by 2020. There are 300 million Internet users, estimated to grow to 600 million by 2020. Digital advertising conversion rates are 40 per cent higher than non-digitally influenced shoppers. All this augurs well for geo-targeted mobile advertising. It influences the customers on the go. There are online buyers, who can also buy offline. Such omni-channel customers have redefined digital buyer journey. A retailer can track nearby consumers through geo-tracking and these customers can be directed to the closest retail location. Marketers can create brand awareness by associating their messages with physical locations nearby, say, by geo-fencing the gyms, parks and basket-ball courts. A luggage brand can geo-fence airports. Here display units are used. Coupons sent on mobile motivate buyers to visit  a nearby store. Location-based marketing is pursued either independently or through co-marketing with the partners to connect with the consumers. Location tools also facilitate marketing research. Location specific advertising works best in spontaneous categories, e.g. coffee shops. Retailers can provides real time offers, to customers when they are in the shop’s proximity. Some ads allow customers to play a video. Here, you are taking the store to the customer. The whole ideal of location-based marketing is to attract footfalls to the stores. The offers are contextual. Social media have integrated location-based services. The precondition is a data-enabled set, which is not switched off . Thus offering a free WiFi at a store can be useful for the marketers.