Location-based marketing, is it the next big thing?

Posted on Mar 29, 2010 in Mobile

Location-based marketing, is it the next big thing?

If you’ve started using mobile check-in applications like Foursquare, Gowalla, Brightkite, Whrrl, MyTown, and the list goes on and on, you might have noticed a few locations are offering specials for users checking-in to their venue. (To see all of the specials currently being offered on Foursquare, check out 4squareoffers)

For example, when you check-in for the first time at Noon Midtown on Foursquare (small coffee shop in Midtown Atlanta), you can get a free medium coffee. If this special offer wouldn’t have showed up within Foursquare, I would have probably never found this place.

So far, we’ve really only seen local establishments take advantage of offering specials within these check-in apps. The real question is will we see some of the bigger brands offer specials or integrate their loyalty programs (like Tasti D-Lite) within these apps? If some of the big brands can do this right, I think it can significantly increase customer engagement and drive more traffic to locations.

What are your thoughts on location-based marketing? Will it be the next big thing?

  • http://twitter.com/GumboShowJoe Joe Koufman

    I have been checking in on FourSquare for a while, and while it was fun getting badges and becoming mayor, I am tired of taking the time to check-in without tangible benefit. Points only get you so far… where is the beef?

  • http://www.kathlenehestir.com/ @KathleneHestir

    Cool! I've never seen the 4SquareOffers map.

  • http://www.digitalmarketingzen.com David Wells

    Location based services are really handy for brick and mortar stores that have a lot of foot traffic. It is basically a free loyalty program for these businesses to leverage.

    Kind of pointless other than that. Unless you really like badges.

  • http://twitter.com/e_karagiannis Emmanuel Karagiannis

    From a study I conducted recently, I figured out that people are using microblogging and social networks in general in order to find useful information and/or to advertise (of course there is more than that but these two the majors). Based on these two facts and the findings of the study, I believe that location-based service will take a while to be the next big thing.. The audience has to learn, adapt and appreciate this kind of technology in order to be broadly used. However, it will be very interesting to see location-based social networks and TV reporters….

  • http://www.eltarhoni.com/ Adam

    Good post. I think location based marketing won't really catch on. I still know no one who uses foursquare. It seems like a good service but with facebook and twitter there really seems to be no need. I do like the local shops doing specials, reminds me of the Scoutmob app on iphone.
    Time will tell but I don't see it picking up anytime soon.

  • http://twitter.com/GumboShowJoe Joe Koufman

    I have been checking in on FourSquare for a while, and while it was fun getting badges and becoming mayor, I am tired of taking the time to check-in without tangible benefit. Points only get you so far… where is the beef?

  • http://www.kathlenehestir.com/ @KathleneHestir

    Cool! I've never seen the 4SquareOffers map.

  • http://www.SocializeYourCause.org David Wells

    Location based services are really handy for brick and mortar stores that have a lot of foot traffic. It is basically a free loyalty program for these businesses to leverage.

    Kind of pointless other than that. Unless you really like badges.

  • http://twitter.com/e_karagiannis Emmanuel Karagiannis

    From a study I conducted recently, I figured out that people are using microblogging mainly to find useful information and/or to advertise (of course there is more than that but these two the majors). Based on these two facts and the findings of the study, I believe that location-based services will take a while to be the next big thing.. The audience has to learn, adapt and appreciate this kind of technology in order to be broadly used. However, it will be very interesting to see location-based social networks and TV reporters….

  • http://www.eltarhoni.com/ Adam

    Good post. I think location based marketing won't really catch on. I still know no one who uses foursquare. It seems like a good service but with facebook and twitter there really seems to be no need. I do like the local shops doing specials, reminds me of the Scoutmob app on iphone.
    Time will tell but I don't see it picking up anytime soon.