For Marketing Leadership Professionals

Location-Based Social Networks: A Hint Of Mobile Engagement Emerges – A Social Computing Report

Marketers Hope For Success In Nascent Market

    Why Read This Report

    Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale with geotargeted media. The market is quite nascent, with only a few million consumers using geolocation apps monthly. Marketers need to know what audiences can be reached with these services, which companies — if any — are ready for prime time, and whether LBSNs align with business objectives. Forrester recommends that bold, male-targeted marketers start testing but that most marketers should wait until they can get a bigger bang for their buck, when adoption rates increase and established players emerge from the fray.

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    TABLE OF CONTENTS

    • Geolocation Users: Small But Influential
    • Fragmented Landscape
    • LBSNs Are Important For Some Marketers
    • WHAT IT MEANS

      Potential Doesn't Match Hype . . . Yet
    • Supplemental Material
    • Related Research Documents