On June 28th, foursquare announced their new Connected Apps platform. This new platform gives mobile apps two channels to increase engagement and exposure with foursquare users and their foursquare friends.
- Channel One: Inside the foursquare check-in
- Channel Two: Inside Friends’ Activity Stream
Channel One: Inside the foursquare check-in
1. The new Connected Apps platform allows an app to communicate within a foursquare users’s check-in IF the foursquare user has previously connected their foursquare account with the app.
iSign operates by detecting mobile devices within 300 feet, and subsequently sending coupons, videos, and other promotional media to potential consumers. This allows retailers to extend their reach to consumers while simultaneously drawing in new ones. For example, consumers within the 300 ft perimeter may not have thought to visit the retail location, but may change their minds upon receiving the coupon or advertisement.
The promotional media encourages, but most importantly influences consumer behavior, strengthening the marketing abilities of the retailer. In addition to actually contacting the consumers via location-based messaging, the retailer can collect valuable data.
Upon receiving the message, consumers can choose to accept or decline the promotional media. Retailers can use the acceptance/decline rate information, and overlay it with the physical locations of the consumers. For example, it may be determined that consumers 300ft away are more likely to reject a coupon than consumers 50ft away.
The ability of the consumer to refuse promotional media also counteracts arguments that iSign enables an intrusive form of advertising. Because consumers have a choice, iSign can only provide a win-win situation for both parties.
iSign is not only free of charge, but also informs consumers of sales and offers discounts in a convenient way. For retailers, immediate data becomes available to them, such as the number of people who accept or decline the request. This type of advertising with measurement is invaluable for retailers because they can accurately gauge how well their ads are performing.
Google has recently patented a location-based mobile alarm system that sends alerts to users based on the assumed location for that time of day. For example, the device may display local sports scores adjacent to the time if users are assumed to be at home, weather updates if on the commute, and stock prices if at work.
This system further personalizes location-based messaging to include time, which distinguishes it from basic “geofencing.” This allows brands to send more relevant and effective messages because users will actually want to receive these alerts at that time of day and at that place in time.
Despite this new development in LBS, the concern for consumer privacy has been raised once again. Applications will have to access personal information, and perform information tracking and storage, sometimes without our permission. With the element of time added, some users fear an even greater invasion of privacy.
But in an age of check-ins and push notifications, why not embrace LBS with open arms? Systems like location-based alarms provides users with notifications when and where they want, eliminating the hassle of manually looking up information or the need to be reminded.
Location Based Marketing is becoming the one of the newest and most effective channels of advertisement for brands and local businesses.
Brands can use location based marketing to create a local presence for the brand and send tailored messages that reach the consumer in a place to influence them towards making a purchase of the brand’s product. By utilizing tools like Foursquare, Google Places and Instagram, a brand can promote a strong online and offline presence further connecting their brand with their target audience.
Local businesses can use these same tools to increase awareness of both their store location and the products that they sell.
With Foursquare lists, a brand can “broadcast a message about one’s brand indirectly” and raise brand awareness. Brand lists give identity and connectivity to the brand’s target audience. After building lists, iMediaConnect suggests to “create tips” which are hints about what is interesting and valuable at a specific location. When someone checks in to the venue with the tip, tips from brands delivers valuable information about the venue and it also increases brand connectivity with the user viewing the tip.
News Apps recently announced they are using geofencing technology to automatically update the latest content on the user’s mobile device. A form of location-based downloading, virtual fences are drawn around certain regions, like home or work. When these boundaries are crossed, actions such as downloading content from a news app will be triggered.
Applications such as Instapaper and Paperboy have launched this feature to provide users with the latest news without having to manually download content, because who has the time really?
The benefits of geofencing are innumerable. Users can now browse through articles in an offline setting, such as the subway, and need not worry about loading content before rushing off to catch the airplane/bus. Furthermore, users of this feature have yet to see a significant change in battery-life, one of the largest concerns attached to this new technology.
Geofencing has propelled background downloading into a new age of technology. It is no longer limited to places of connectivity or bound by Apple’s once-a-day limit. Geofencing can even be applicable to location-based reminders, where once a certain boundary is crossed, say at a supermarket, the user can be alerted to run a certain errand.
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- Obtain foursquare user data to analyze towards improving the effectiveness of marketing programs and advertising campaigns for your brand
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This is the first in a series of posts that will guide brands on best practices to utilize Foursquare to reach and influence consumers on a targeted location basis.