In an effort to give marketers more data-driven ads, Snapchat has entered into a deal with Foursquare to give more precision to its location-based geofilters. Snapchat advertisers will now be able to harness the power of Foursquare's data when creating and evaluating geofilter campaigns. Foursquare’s data spans more than 90 million locations, making it an invaluable asset to any social media platform or marketing campaign.
Marketing is not the same as it once was. The world of digital and mobile is taking marketing efforts to new and exciting places, and at Where 2 Get It we work to stay on top of the latest technology and innovations. And that’s what this blog series is all about: Bringing together new technological capabilities with the human insight that customers appreciate. This week we’re looking at social media and how businesses can utilize social media as a way to increase customer engagement. Social Engagement is one of the Six Pillars that make up the foundation of a company's Brand Score, so it's important to evaluate how well a brand is performing on social media.
It is being reported that Apple quietly purchased Spotsetter this week. Spotsetter, a “social search engine” app co-founded by Google Maps engineer Stephen Tse and Johnny Lee pulls user data from social networks like Twitter, Instagram, Foursquare and Facebook to create a “personal index” of places, keywords, restaurants and activities that you and your friends might enjoy based on your social networking info. Many assume that the acquisition is a move by Apple Maps hoping to bridge the gap between its oft-lauded competitor Google Maps.
The question remains: Can Apple Maps offer a useful, valuable service that Google Maps can’t?
Roughly one year ago, Mashable Business Reporter Seth Fiegerman published a piece titled “Why 'SoLoMo' Isn't Going Anywhere” in which he explained in detail how the term SoLoMo was coined. It’s definitely an interesting backstory to read for anyone in the digital marketing space.
More recently, Greg Sterling wrote a thought-provoking piece titled “Have ‘Local’ and ‘Location’ Lost Their Luster?” in which he argues that terms like ‘local’ and ‘location’ have not done a great job of conveying the “online-to-offline” consumer buying pattern.
We write about Foursquare a lot on this blog. Not just because we have a working partnership with Foursquare which allows us to ensure for our clients that the Where 2 Get It platform is effectively integrated with Foursquare’s merchant tools. Rather, we write about Foursquare quite a bit because we believe Foursquare represents a valuable location powered experience for both consumers and businesses.
For the consumer, Foursquare provides a powerful, socially integrated local search and discovery service; for the local business, it equips owners (or marketers, as it were) with a robust, feature-rich technology capable of location-based targeting.
Foursquare made two announcements this week that, on the surface, may seem like small potatoes when compared to the likes of the Facebook Paper & Lenovo/Motorola Mobility/Google stories; but the reality is, Foursquare’s updates say a lot about their understanding and footprint in local mobile space.
Foursquare Maps Become More Local
On January 10th, Google announced - via Google+, of course - that it would be shutting down its location-based activity sharing service, Schemer. It’s not surprising that many of our readers may be thinking, “What the heck is (was) Schemer?!” Well, let us provide a short history and why we think its existence, albeit short lived, may have actually been important.