Google have given us a hint of what is to come in the world of location based marketing as it became apparent through their Location History mobile based apps they are storing details of the places you have been to and the time you were there. This tracking technology opens all kinds of opportunities for Google to target you in common places that you visit, for example if you always pass the Notting Hill Tesco store at 6:30pm weekdays, Google might present you offers or information just prior to you setting off on your journey. It could start to predict when you are going to be places based on the pattern of data. With this finer grained targeting, the likely click through and conversion rate for ads will increase. Another application could be around parcel collection where a local store starts preparing your parcel for collection as they see you getting close to the store.