Four Square Results Maximized

Tips for putting foursquare and other LBS to marketing use A lot of brands are using foursquare Consumers’ unprecedented need to always be connected and in constant communication with their peers has led to an explosion in location-based services that take advantage of social functionality. Here are some tips on navigating the LBS landscape and targeting consumers on a hyper-local level.  According to industry experts, the opportunity is now. Devices provide marketers with location opportunities that let them not only reach consumers wherever they are, but also offer them incentives to further engage them with the brand. “I think that the market opportunity for companies to use location-based services as a marketing tool cannot be ignored,” said Dan Gilmartin, vice president of marketing at Where, Boston. “Given the reach and the ability to target a user based on location allows marketers to deliver a message in a way that they haven’t in the past.  “Any business that wants to connect with a local audience can benefit from location-based services,” he said. “I think that most people consider restaurants as the target business for location based services.” Location, location, location A recent survey by JiWire states that more than 50 percent of mobile users would like to receive location-specific advertising. Another 39 percent would like to receive location-based coupons. According to Mr. Gilmartin, companies should use the same tactics that they employ in their other marketing, but tailor these offers to consumers based on location. Incentives can be great to convert potential new customers, but may be a means of margin erosion for existing customers.  Additionally, loyalty programs that reward...