As I have already mentioned importartance of mobile marketing with increasing number of users, with improving of mobile advertising, location based advertising has a big future.
According to Mashable.com: „Only 4% of the adult Internet-using population has utilized any kind of location-based service, and just 1% of all adults check-in to a location at least once a week. Regardless of the stats, marketers are still taking an interest in the new technology“
This type marketing increasing despite privaci issues, customers are still not very willing to give away personal info which make whole situation taught for marketers.
But not only customers, privacy is still big issue in law. For example you can not take any location info from kids under 13, because of Children’s Online Privacy Protection Act. Or every company has to protect very strongly all data they gathered physically and in electronic version.
Location based advertising is trying to be personalized and perfectly, straightly target their costumers and even if mostly they are not prepared to share information about place where they are, if marketers will give them valuable service and offers in exchange of the information, they will more likely to collaborate. For users it could mean delivering of content according their needs and works as a time saver. Another advantage could be immidiatelly delivering of special offers just then minutes from them! Imagine you are walking around and then you mobile tells you where in 10 metres is prepared you favourite coffee for best price or your favourite clothes shop just start with seasonal sales!
For example Starbucks is so far, that by their app customers can order coffee which will be in coffee shop while they arrived, because order was sent in advance by app into customer nearest store!
When more and more people purchasing by mobile, share photos and information, location based as will increasing.