Location marketing was primarily reserved for larger sites due to resource constraints until the turn of the last millennium. The realization of the importance of positioning and marketing one's own location in a competitive environment has now reached smaller regions and municipalities as well. However, the marketing mechanisms for smaller locations differ from those of metropolitan regions or nations. Today, companies evaluate new locations based on different criteria than they did ten or twenty years ago. The rapid spread of the internet and the associated applications have led to changes in communication rules in recent years. Additionally, there is pressure for innovation in the public sector. Innovations remain a significantly neglected area in contemporary location marketing.