Location-Based Social Networks: A Hint Of Mobile Engagement Emerges
Marketers Hope For Success In Nascent Market
July 26, 2010
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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Tools And Templates
Models and Calculators
- Only 4% Of US Online Adults Have Ever Used Location-Based Applications
- Location-Based Application Users Are More Likely To Give Product Advice
- The Demographics Of Location-Based Application Users
- Location-Based Application Users Are Heavy Mobile Researchers
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
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