Location-based marketing is marketing that contains messaging specific to where a person is currently at in the world. These messages are often viewed on mobile devices in the form of push notifications.
To identify someone’s location and deliver messages relevant to where they’re currently at, brands create mobile apps that leverage location tracking technology developed by device manufacturers. (Core Location is the technology used for Apple devices; Google location services is the technology used for Android devices.)
Not everyone wants companies tracking their location though. And some people want information relevant to a place they’re not currently near (ex: someone on vacation in Bali who wants news updates about their hometown in the US.) Because of this, many apps have a preferences section that lets users select locations of interest.