For Interactive Marketing Professionals

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	July 26, 2010 (updated July 27, 2010) Location-Based Social Networks: A Hint Of Mobile Engagement Emerges Marketers Hope For Success In Nascent Market by Melissa Parrish with Sarah Glass, Emily Riley, Jennifer Wise	Average: 6  (6 ratings)

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Executive Summary

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.

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

This is an excerpt

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