Why Read This
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.
Tags: Consumer Mobile Activities, Consumer Mobility, Customer Experience Management, Digital Marketing, eCommerce, Location-Based Services, Mobile Services, Social Computing, Social Marketing, Social Media, Telecommunication Services, Web 2.0