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

Mo Elnadi (@MoElnadi), Head of Digital Strategy, The Reptile Group

There are many new applications that make very good use of geo-location and particularly FourSquare check-ins.  A new application called #Hashable, for example, allows professionals to connect and keep track of others whom they met at an event, or make business introductions among their trusted networks.

Waze, on the other hand, provides the driving community with a free SatNav system that automatically updates maps and traffic jams based on members’ check-ins as they drive around towns worldwide, using your mobile phone GPS receiver.

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)

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)

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

Mo Elnadi, Head of Digital Strategy, The Reptile Group

 

In your opinion Is location-based marketing -mooted as one of 2011′s big trends- a fad or does it have potential to develop into a viable channel for marketers and brands? Is FourSquare already over?

Far from it, location-based marketing is here to stay. What we are witnessing is a paradigm shift both among the marketing community and in consumer behaviour.  Mobile penetration rates and wireless device usage trends mean that sharing your location – whether proactively or not- is inevitable as more GPS-enabled tablets, cameras, laptops and embedded devices are introduced to the market.

As the `check-in` trend becomes more and more mainstream, we are just seeing the tip of the iceberg.  There are currently around 5 million users on FourSquare alone worldwide – a figure achieved in less than 2 years.  Such has been FourSquare’s success that  it has  forced Facebook to shut down and re-think its `Facebook Places` check-in proposition and is eating the market share of Google Latitude. It is only a matter of time that this geo-located check-in behaviour will hit critical mass.

One of the most noticeable differences between Social Media platforms and traditional media is the possibility for members to ‘share content’ of different types, including, in this case, their hard-earned FourSquare ‘Mayorship’ status and badges.  They do this in the hope of getting potential discounts and special offers from participating venues and brands. Brands including Starbucks and Dominos Pizza are already offering special discounts to ‘Mayors’ in some participating branches worldwide.

This `Gamification` of real-life actions has proved to be working successfully so far.  What attracts many users is the creation of a fun environment where they can turn their daily routines into a virtual competition and so share their achievements and win rewards.

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)