This is cross-posted from the White Horse blog.
If you’re trying to develop your geolocation marketing strategy, but don’t know where to begin, look no further than your social media strategy. These two components go hand in hand, and spending energy on geolocation without tight social integration will lead to a marketing program that’s dead on arrival.
White Horse recently conducted a survey of smartphone users to determine how geolocation apps like Foursquare and Gowalla were being used by consumers, and how marketers should integrate check-in functionality and location information to their marketing plan.
The results were clear: Facebook Places was, far and away, the most utilized geolocation check-in service. And that has big implications for every brand with a digital presence.
Facebook Places is deployed on far, far more phones than any other geolocation service. Foursquare has about 7.5 million mobile users, Facebook Places has well over 150 million mobile users (this number is from July, so it’s a bit outdated). You are 20 times more likely to find your prospects on Facebook Places than on Foursquare.
For marketers, then, the choice is clear. When looking to build out a location-based marketing strategy with a strong digital component, Facebook Places will yield the greatest success right now.
By leveraging your existing investment in social media, to promote your location-based touchpoints, you will also ensure that there is strong brand affinity and purchase intent with your geolocation initiatives.
When a marketing geolocation strategy starts with your existing Facebook Fans, it’s easy to build successful engagements with an incremental, test-and-learn approach. It also provides valuable insight into your social media community and drives additional value for your most connected and most important customers.
This is just one of the insights from our new webinar on mobile marketing strategies. We’ll review original, proprietary research on how consumers are using location-based applications, and how to show quick results in mobile marketing initiatives. Sign up for the March 30 5 Breakaway Mobile Marketing Insights webinar now.