in associationwith
TRENDS< ‘This has the potential to solve the challenge
that digital marketers have faced in the past and that is: howdo I drive people offline using online?
which everyone is on, so it’s opening up location-based services to the masses and that’s really exciting. “All these consumers are using Facebook for the day-to-day
interactions with their family and their friends and all of a sudden marketers have a chance to be in there with really relevant and geo-targeted messaging. We’re excited about this and, more importantly, brands are getting excited about it as well.” Farrell points out, however, that brands will need to build up
general awareness if they’re running location-based promotions. “One thing we’ve been talking to customers about is that if they’re doing it, they need to promote it either online or offline as well. Because we’re at the early stages of adoption of location-based services, there’s definitely an element of education required. “We’re talking to people about running side-by-side promotions
with the location-based offers. They need to be running online or offline awareness campaigns: in-store with posters or flyers; dis- play ads; or using other networks like Facebook or Twitter to get the word out about what’s available and how easy it is to use.” Themeasurability of these services is also a big benefit, continues
Farrell. “Foursquare has a dashboard so merchants can see who’s checking in, who’s a repeat customer, who’s activating deals and things like that.With Facebook, you have Facebook Insights, which is really useful for the analytics side of things. People are able to see
exactly what they’re getting out of it. It’s really useful, commercially exploitable information that they can get fromthese services as well. “If you’re monitoring who’s checking in, you can communicate
to them via Facebook or Twitter. You can thank them for checking in and ask them how their experience was. You’re opening up this engagement with customers, it makes them feel special, and it’s also visible to their social graph so it has that viral element.” According to Forrest, the next six months will see some early
adopting brands in this space, which between them will deliver a few successful case studies that will lead to better understanding of how to exploit the opportunity. “Within a year, we may see it being used as a significant channel for driving footfall and product purchase,” he says. “This has the potential to solve the challenge that digital mar-
keters have faced in the past and that is: how do I drive people offline using online, how do I complete the loop, how do I get them to actively engage in the offline economy? And that’s what we’ll be looking at as the greatest opportunity.” “I think mobile’s been waiting for this. It’s a very exciting time. It’s
just another example of how digital is becoming increasingly ubiq- uitous across all elements of the marketing mix and that the tech- nologies are impacting in this instance on sales promotion to a degree that could be a game changer.”
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