Location-Based Marketing: What is the future of location-based service? Does it really lie in local search or services? (Part 2 of 3)

Mo Elnadi, Head of Digital Strategy, The Reptile Group

 

What is the future of location-based service? Does it really lie in local search or services?

Many professionals are currently also using FourSquare to business- network, and discover like-minded people around them at events such as trade shows and conferences for example. The potential to Tweet from within those applications increases their effectiveness and also contributes to this trend.

We’ve yet to witness a big debate around privacy concerns and willingness of mobile users to share their geo-location. An state seems to have been reached whereby users understand that the trade-off is that they now know that, for example, by sharing their location, they benefit by getting more relevant search results and offers.

Marketers need to examine the behaviour of online consumers through studying their ‘intent-driven actions’. Those actions could act as a strong signal of intention, to help brands discover the right moment to engage with consumers effectively as `timing` is key in building intimacy, trust and to  create real value over time. And this is where those applications come in very handy.

By customers declaring  ‘where they are now’ to marketers, they are connecting the physical to the virtual using location-based mobile applications like FourSquare which acts as a powerful signal of intent that says :`I am here. I am consuming your product. So what have you got for me?`

Consumers also love sharing tips about venues through those apps. This sharing concept is very common as an act of generosity by those who just want to help; as they believe that the most generous person among a similar community almost invariably, acquires the greatest influence among their network. Many may be less philanthropic; it could just be a status symbol.   Nevertheless, many marketers believe that this action automatically provides word of mouth opportunities for their brands and venues; as marketing messages get amplified, and promotional materials are shared by users with their friends, who in turn repeat the pattern with others creating a ‘viral effect’ transforming consumers from passive ‘recipients’ to proactive ‘sharers’.

Follow: @MoElnadi for more Social Media tips

See Also: 

Location-based services: A Fad or the Future of #SocialMedia Marketing? (Part 1 of 3)

What is the future of location-based service? Does it really lie in local search or services? (Part 2 of 3)

2 Location-Based Apps That You Can’t Live Without (Part 3 of 3)

A Marketer’s Guide to Social Pull Marketing  - (Part 1 of 2)

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