Geography is getting a marketing makeover. It seems as if our current locations have become the talk of the social media and marketing communities. We are checking –in, earning badges, scoring points, becoming mayors and offering tips.
Geo-targeting has become a hot tool within the social media universe. Foursquare, Twitter, now Facebook – everyone is completing for your next check-in. Who is going to win? Both, Foursquare and Facebook, have been utilized as a marketing tool to drive traffic, increase awareness and influence consumer behavior. Puneet Talwar, CEO of AY Digital, sided with Forsquare due to their first-to-market recognition. Thinking back to our cross-cultural marketing outreach, geo- and behavioral- targeting has been a must in all of our interactive planning. There was simply no better way to reach a specific online audience, in-language or otherwise. Brands that were interested in reaching segmented cultural groups relied on geo-targeting to get to their customer directly. Today, general market brands have recognized the effectiveness of the tool as well, but will that be too much of a good thing?
The phenomenon of social media and user-generated content is coming full-circle. We feel empowered to share our behavior through FourSquare, Yelp, Facebook and Twitter, but at what cost? Marketers are tracking our patterns and, soon enough, we will be forced to go into hiding. Is the over sharing backlash on the way already? According to Google, it is. For the time being, marketers have a remarkable insight into everyone’s patterns, likes and preferences.
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