Direct Line Blog

Forrester urges caution on location-based platforms

Share this article:

Is Foursquare the mobile marketing flavor of the month or a future tried-and-true direct marketing and promotional platform? Forrester Research took a cautious look at it and similar services in its July 27 report on location-based social networks.

“Marketers need to know what audiences can be reached with these services, which companies – if any – area ready for prime time, and whether LBSNs align with business objectives,” analyst Melissa Parrish said in the report's summary. “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.”

Forrester notes up front that the number of consumers using location-based social networks is small – only 4% of US online adults – but those consumers are also more influential. Nearly four in 10 (38%) are more likely than the average US online adult to say that friends and family ask their opinions before making a purchase decision. The report adds that event marketers, retail storefronts and online tools that facilitate offline interaction should keep a close eye on the location-based platforms.

Earlier this month, DMNews also asked two industry experts to square off on whether location-based marketing is a “must have” for brands. Click here to see what they had to say.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?