Consumers are broadcasting their locations and creating geo-targeted marketing opportunities in the process.
About This Trend:
People have become accustomed to checking in” wherever they go, sharing their locations to show off, entice others to join them or in some cases, unlock special offers from savvy brands.
Foursquare & Gowalla, the two leading geolocation sites, both let you “check in” to real life destinations to unlock badges, see special offers and share your location with your friends. Scvngr.com was created with the vision of adding a “game layer” to the real world through which users compete to solve challenges in the real world and amass points that can be redeemed for goods or prizes. And the popularity of Pokemon Go showed how far people are willing to go in their interactions with devices and brands alike just to beat a game.
As long as brands are careful to offer real, tangible benefits through geo-targeting campaigns, they are likely to win more loyalty from consumers who appreciate personalized attention from brands in real time