Trends Report

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

Marketers Hope For Success In Nascent Market

July 26th, 2010
Melissa Parrish, null
Melissa Parrish
With contributors:
Sarah Glass , Emily Riley , Jennifer Wise

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.

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