Marketing Via Geosocial Apps: Why And How

Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and consumer word of mouth by connecting people with their locations and with their friends. But despite this potential, most marketers haven't embraced the opportunity. And it's no wonder, because consumer adoption of location-based apps has been slow: Last year we found that only 4% of US online adults used geolocation apps monthly or more. And today although people are increasingly aware of geosocial apps and installing them on their devices, the number of people who actively use them is stagnant. But the makers of geosocial apps have recently stepped up to the challenge by adding new features to enable special offers based on location, better social networking, and more user-generated content. In this report, we help you understand who the geosocial app user is today, what marketing opportunities are available, and how to pilot geosocial apps to prepare for an increasingly location-based marketing world.