When news of geo-location tools first hit, brands could gain positive coverage for being the first to explore and utilise the channel for marketing purposes. It showed that their forward-thinking communications team was on the digital-ball and rolling, finding new ingenious ways to interact and engage with consumers to promote business.
Now that the first wave of interest had subsided however, there seems to be less certainty that it is a channel worth exploring. As Lifehacker suggest, it is possible that the tool is only really of use in big cities where inhabitants are generally more tech-savvy, where competition between similar chains is fiercer, and where the app is thus more widely used.
That said, Foursquare still certainly remains a tool that all brands should be aware of – to have their fingers on the buzzer as it were, ready to launch the next innovative campaign or swiftly follow the next digital development at the earliest opportunity.
I would certainly recommend that PRs sign up to Foursquare and begin using the tool. I am now proudly a Foursquare ‘newbie’, ready and waiting to gain my badges, explore the ‘realm’, and discover the next great thing – be it a local restaurant or bar, or a priceless insight into digital marketing practices.
If you have a smilar interest, please do join me: shelley_george
N.B. This is Part 2 of 4 posts on this subject. Please do take a look at the following:
Part 1: Foursquare: Uses and Benefits
Part 2: The Cons: Foursquare
Part 4: Case Studies: Brands on Foursquare