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Millions of people are checking into location based marketing applications. Why?
As more people use these services, more people will undoubtedly ask this question. People still ask why they should use twitter though. Similar thoughts…follow along.
Foursquare wants users to check-in to “change they way we experience cities.” For this to happen, the location itself needs to participate with the platform. We’re still a long way from mass acceptance; fortunately, the momentum has begun and the inertia is in place.
However, another trend has emerged: using the check-in as a means to update your network with your activity.
This is simply moving the needle backwards by creating more noise within Foursquare. Twitter & Facebook included if the updates are pushed.
Location based marketing’s true utility lies in it’s ability to help promote specific locations, create new engagement layers for their visitors and provide valuable information in the form of recommendations, reviews & tips for others.
If businesses fail to adopt these concepts, the process fails.
It can also fail if visitors just update their check-in status with their own personal note and comments, the risk of pings being turned off increases. If I commented on each check-in with an update about my own personal activites, I would expect people to tune out. (Nobody wants to receive an update of what you’re having for lunch that now includes additional info about your old roommate plus a map AND and picture.)
However, if the updates include relevant reviews and tips, the content suddenly becomes more useful. A great local example is Tara Z. and her updates from Lovin’ Cup. Her check-in’s include specials, event news and even real-time updates about what’s happening there. (Her updates have actually driven my wife & I to go there)
And unfortunately, the business probably doesn’t even realize the marketing benefit she’s providing…
Original post: Location Based Marketing Blog