Latitude, the location-sharing app from Google, recently joined the location marketing bandwagon by adding the function to check in at particular location or a business establishment. Taking a cue from Gowalla and Foursquare, Latitude only made users pinpoint their location on a map like a status post. Checking in to a “physical place” is one essential aspect which Google's looking forward to integrating to its entire location-based services to its users.
As we know it, real locations lead to lucrative advertising opportunities. Aside from that, frequency of check ins can be used by Google behavioral ad targeting. This means that with every check in comes a mention of a store or a restaurant a person visits. Thus, daily check ins a vital aspect in every business' location marketing efforts.
Furthemore, Google Latitude is giving users the options to manually check in or let the app automatically check them in at designated spots. Google added a check out function as well.