You might not care about your friend's innumerable Foursquare updates detailing his stops at a bank, a bookstore, and finally a local Italian restaurant, where he's having spaghetti and meatballs for dinner. You can bet, however, that marketers do. After all, the more businesses know about where their potential customers are, the more they can send them highly personalized marketing messages. Location-based marketing relies on the increased use of smartphones and other mobile devices that track users' locations automatically.
e-Commerce Times