In a world that has become so centered on technology, brevity and connectivity are vital, and the devolved ability to be connected constantly is now a craving. Because people now have this required need for immediate connection, geolocation marketing is becoming increasingly important.
As defined by Google: Geolocation- is the identification of the real-world geographic location of an object, such as a radar, mobile phone or an Internet-connected computer terminal.
With companies now having the ability to know exactly where someone is, brands can target their audiences based on location, something that could not be done as immediately or on the go, through more traditional marketing methods.
“Hyperlocalized marketing enables more relevant messaging and increasing customer engagement and conversion with each campaign. Better ads increase offline and online traffic, conversion and sales by automatically personalizing merchandise assortments by location. The ability powers local search and discovery.”
Word of mouth marketing has made the overall achievement of individuals and companies largely dependent on a company’s social media success; making geolocation marketing that much more important. Marketing will become more referral based as a result of rapid information exchanges enabled by social media tools. (Qualman, 2011)
Gowalla, SCvngR, Where, Loopt, and Fourdsquare are all examples of geolocation based applications, with FourSquare being the leading geo-location network within the U.S. (Baier, 2012)
Foursquare is a location-based social networking website for mobile devices. Users cheek in at places using a mobile website, from list of places or venues the application locates in the area. Each ‘check-in’ brings the user points and sometimes what the company calls badges. Points and badges, are collected until the user gains a rewards from that specific location. Foursquare has acquired over 750,000 different places or businesses that offer specials or incentives for users to ‘check in’. Foursquare specials are essentially incentives businesses provide to users in order to persuade consumer to become more frequent or even first time users.