Forrester urges caution on location-based platforms

Share this content:

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.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above