Location-Based Listening & Analytics

One of the five predictions in my recent 2013 mobile predictions post was that mobile analytics and measurement would get a seat at the "adult table" this year. In particular, one of the areas in which I am seeing tremendous growth is location-based listening and analytics. As more and more companies adapt a listening strategy -- in many cases, using advanced tools like Sysomos and Radian6 (now part of Salesforce.com's MarketingCloud) -- some are starting to look at the possibilities of going deeper. During a recent interview with colleague and co-author of Digital Marketing Analytic [...]

Foursquare Set To Sell Check-In Data For Ad Retargeting

Foursquare Logo As reported earlier this month, Foursquare has been working to woo agencies and big brand advertisers. Now, a leaked presentation deck picked up by Valleywag shows how the profit-challenged company is pitching two new advertising products that leverage its location-based data. The first product, set to launch in May, is Check-In Retargeting, which would allow advertisers to target users outside of the Foursquare app for the first time. Users' Foursquare check-in data will be aggregated and sold to ad exchanges for retargeting on external platforms including Facebook's FBX. Using demographic [...]

Foursquare Packs More Information Into Redesigned Business Profile Pages

Foursquare Logo On the same day that Facebook introduced a new mobile Pages layout, rival Foursquare is changing the look and organization of its local business pages (on the PC though not in mobile). The new design is intended to provide more useful information at a glance. Among the features of the new page design are the following, according to Foursquare: Places are easier to scan and find all the useful information you need, like the address, phone number, hours, the menu, and upcoming events. View beautiful photos, tips, and the rating from the Foursquare community. We highlight the things peop [...]

Foursquare Wants To Be “The Location Layer For The Internet”

Foursquare Logo Foursquare has reportedly decided to make its data available to third parties for ad targeting purposes. This news follows last week's announcement that the company received access to $41 million more in new funding. This announcement came as something of a surprise to many who believed that Foursquare had essentially stalled. AdAge reported that Foursquare location and behavioral data (e.g., Check-ins) would be made available to ad exchanges and third-party ad networks for additional "context" and ad-targeting purposes. The article quotes CEO Dennis Crowley saying that the company is se [...]

Foursquare Checks In Additional Funding, Promises Continued Innovation

foursquare-icon Yesterday, Foursquare rolled out version 6.0 of its popular app loaded with new features. Today, founder Dennis Crowley announced that Foursquare has secured $41 million so the company can continue to innovate in the local/social/mobile space. According to Crowley, the funding comes in the form of  new investment from the Silver Lake Waterman growth debt fund and convertible debt from previous investors (Andreessen Horowitz, O’Reilly AlphaTech Ventures, Spark Capital, and Union Square Ventures). In the update, Crowley compared Foursquare (real-world search) to Google (Internet s [...]

10 Tips For Getting The Most Out Of Marketing Via Foursquare

foursquare-featured Nearly two years ago, my co-author Mike Schneider and I published a book called Location-Based Marketing for Dummies. At the time, location-based marketing was just getting off the ground in large part thanks to the launch of two services: foursquare and Gowalla. Over the last couple of years, many of the original location-based services have been acquired or have gone out of business. But foursquare still stands in spite of the fact that it still hasn't caught fire like many of us hoped it would. While foursquare has stalled out around 25 million users, it is still a force to be reckone [...]

Foursquare Expands Credit Card Partnerships With Visa & MasterCard Integration

BK_duo At the 2011 SXSW, Foursquare brokered a deal with American Express to offer special discounts to users who made purchases as specific locations using an AMEX card. This week Foursquare as partnered up with the two largest credit card providers, Visa & MasterCard to create a similar partnership. To kick it all of off, Foursquare also announced a major deal across all 6,500 Burger King locations. In order to sync your Foursquare account with your credit card to redeem deals, simply head to the card connect within the settings section on Foursquare. Savings will then automatically occur i [...]

The Scoop On Proximity Services Like Sonar

Screen Shot 2013-02-07 at 8.14.53 AM Every year at SXSW Interactive (one of the largest interactive conferences in the world), the question always comes around to which new technology or mobile app will make a big splash. In the past, Twitter (2006) and foursquare (2009) have dominated conversations at the event where more than 100,000 of the world's most social digerati descend upon Austin, TX. Last year, the belles of the ball were three companies -- Sonar, Highlight and banjo -- which introduced the concept of something called a proximity service. The value proposition with this type of service is that if you connect the [...]

What’s Ahead For Mobile Marketing In 2013

At this point, you may be predictioned out. But, if you can make room for one more post about what mobile marketing holds in store for 2013 (U.S. focus), I promise to make it worth your while. Mobile has started to play a huge role in marketing over the last couple of years, and this year will be no different. In fact, I am going to be so bold as to say that this is the year that mobile finally breaks out and has that hero moment that prognosticators have been talking about for the last 10-12 years. Before I dig into my five predictions though, it is probably worth looking at a little ba [...]

Foursquare To Show Full Names & Share More User Data With Businesses

Foursquare Logo Over this holiday weekend Foursquare rolled out some rather large privacy changes that affect all users of the service. The biggest change? The fact that users will now have to display their full name rather than a first name with last initial. This change will occur at the end of January and was released in conjunction with a simpler privacy page, titled Privacy 101. It seems that Foursquare selected an ideal time to notify users of the change (Saturday night) as this is a large change to the Foursquare ecosystem. It's important to remember that unlike many social networks, Foursquare i [...]

Report: Apple Talking To Foursquare About “Data Sharing”

foursquare-icon Yesterday the Wall Street Journal reported that Apple and Foursquare were talking about a "data sharing" deal. According to the article: The talks, which took place in recent weeks and involve Apple senior vice president Eddy Cue, are the latest sign of Apple's plans to more tightly integrate local services into the iPhone and iPad. The discussions with New York-based Foursquare come as Apple has been talking to a number of companies that collect local data to improve its new mapping product. The maps service, released in September, has had a rocky reception and faces fierce competition from [...]

Prepare For Party Check-ins As Events Make Their Way To Foursquare

Foursquare-Events Business owners can now get granular with Foursquare's new events feature. Instead of simply tracking location check-ins, a new events feature will allow users to check-in to a specific event at the given location. From wine tastings to parties, trivia to book signings, the events feature will let business (and customers) track specific participation in an event. Users will be able to see events when they are browsing a foursquare profile, when they check-in, and when they view their check in history. A nice feature from a user standpoint is the ability to track individual events - like [...]

Five Things Marketers Should Know About Apple Passbook

apple-passbook-featured Unless you've been hiding under a rock during the last couple months, you know that Apple announced the new iPhone 5 back on September 12, 2012. On this date, Apple also rolled out its latest mobile operating system, iOS 6, which came chock full of new features like enhanced Siri, new 3D maps and deeper integration with social networks Twitter and Facebook. Arguably, the most important new feature to arrive on iOS 6 was something called Passbook, which allows marketers to provide coupons, tickets, loyalty cards and more, all in one place on the iPhone or iPad. [caption id="attachment_26 [...]

Foursquare Offers “I’ve Voted” Badge & Real Time Check-In Map

IMG_0614.PNG Voting today in the US elections? Check-in on Foursquare, and you'll get a special badge. Checking-in also powers a special map that Foursquare is offering showing voting in real time. If you're checking into a designated polling place, the badge should just appear for you after your check-in. Here's what I received today: If you don't find a designated polling place listed, or if you want to be absolutely positive of getting the badge, just check in and use the #ivoted hashtag. Foursquare explains more in its blog post here. All the check-ins are also being used to power a special "I V [...]

The Future Of Location-Based Marketing Isn’t Foursquare

For once in my life, I hope I am wrong. But I don't think I am. Over the last three years, check-in and local search start-up Foursquare has become the face of location-based services. And while the app has gained a lot of traction among those that run in the social crowds, it has only grown to 25 million members. It sounds absurd for me to be using the words "only" and "25 million" in the same sentence, but, given the growth of image sharing/location-based app, Instagram -- zero to 80 million in a little under two years -- it feels like Foursquare may not gain the traction is needs to b [...]

Will Foursquare Be Marissa Mayer’s First Big Acquisition At Yahoo?

Yahoo Foursquare There's a widely held belief that as part of putting her stamp on Yahoo, new CEO Marissa Mayer will make a significant acquisition very soon. The speculation has begun about who or what that acquisition will be. One very likely candidate is Foursquare. Foursquare could give a big boost to Yahoo in "SoLoMo": social, local and mobile. While Yahoo has mobile apps, it badly lags Google's efforts -- especially in local. At one time Yahoo had the leading local property online and squandered that lead through literally years of neglect. Mayer Was in Charge of Local at Google Ironically Marissa M [...]

Foursquare Introduces Promoted Updates For Mobile: “Search Ads For The Real World”

FourSquare Following last week's launch of loyalty marketing program "Local Updates," Foursquare is introducing a new paid-advertising program -- its first formal effort at generating revenue -- called "Promoted Updates." Foursquare calls it a pilot program and is working with roughly 20 companies initially, in an effort to gather data and feedback. It launches tomorrow. Foursquare is calling Promoted Updates "search ads for the real world." The participating group of pilot advertisers includes Gap/Old Navy, Hilton, JCPenney, Best Buy, Hertz and Walgreens among others. Promoted updates will appear [...]

Foursquare Intros “Local Updates” And Revamps Merchant Interface

foursquare-featured Ever since local/mobile firm Foursquare released the latest version of its consumer application a month or so ago, the company has been promising a revamp on the merchant side. There have also been rumblings of a new product to allow advertisers to promote their specials more aggressively throughout the app. Well, that's all now coming this week -- at least in part -- with the introduction of "Local Updates" and an all-new merchant center interface. All of Foursquare's merchant tools thus far --- including the new Local Updates -- are free. [caption id="attachment_16634" align="aligncent [...]

Following Facebook, Foursquare Becomes A “Platform” With “Connected Apps”

Whether taking a page from Facebook or simply following a logical development path, Foursquare has taken steps toward becoming a "platform." Last week the company announced "connected apps." Connected apps allow third party developers to integrate their apps and content into Foursquare. There are a number that showed up with the announcement, among them: Foodspotting, GroupMe, Instagram, Path and the Weather Channel. These connected apps will extend the content and functionality of Foursquare, tied to location or particular venues. It also gives developers yet another "app store" (or app [...]

Check-In Service Usage Has More Than Doubled In Past 9 Months, Study Says

mobile-map-checkin-featured The number of Americans using check-in services has more than doubled in the past nine months according to a new Pew Research Center study. Pew's Internet & American Life Project surveyed more than 2,200 adults earlier this year and found that the use of geosocial services -- such as Foursquare and Gowalla* -- to check-in and/or share location information rose from four percent of all adults last May to 10 percent in February. And the increased usage of check-in services isn't just happening among smartphone users. Usage among that group is up from 12 to 18 percent, but regular cellphone [...]

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