Location-based marketing is taking personalized marketing to the next level. Whether it is about delivering a personalized message to people near your retail store or a discount offer to people who just visited your competitors, location-based marketing has tremendous potential to engage potential customers for a targeted campaign. According to a study by Skyhook, Brands can expect as much as a 20% increase in conversion by adding location data to their ad data. But how specific can brands be when they try to target people based on location? Could it be a country, state, city or an area? With the help of geofencing technologies like RFID and GPS brands can help target even minute locations like a building or a street. They can even set up an area like, ‘within 2 miles of Central Park’ to define a radius in which a targeted marketing message is displayed.