Geolocation services and their importance in solving global environmental problems

One of the most important elements that can be used in marketing today is the location. Geotargeting provides extensive opportunities, but it can also be used to monitor the value added of marketing activities, which can be one of the pillars of social responsibility. In our case, it is the environmental aspect. The advantage of geotargeting lies in measurability and personalization that is incomparable with traditional media. The use of geotargeting is irreplaceable and its potential is constantly developing and growing in online environment. The main advantage lies in precise targeting, with the greatest possible intervention of the target group at the lowest cost. Geotargeting is mainly used by organizations or companies operating locally and which products are available on the regional or domestic markets. It is very important to be able to orientate correctly the use of location-based marketing to its benefit and to achieve the set goals of the company. However, this basic aspect of geotargeting has much wider potential and can be used in a wider context in favour of nature conservation or ecoinnovation management. The contribution deals with the basic theoretical basics of locationbased marketing and the use of geotargeting as well as other options related to the introduction of these services into practice and its interaction with globalization.