Location-based service strategies include any application that has the ability to share an individual’s physical location, in real-time, with his or her online social networks. Users are rewarded with badges, stickers or points — satisfying the need for self-accomplishment. Users can also be rewarded for their activity by companies and brands leveraging these services as another element of their marketing strategy. Among the most popular location-based services are foursquare, Gowalla and Yelp Check-ins. Add Facebook Places to the location buffet as well.
Why has this become a significant factor for brands to consider? A perfect storm of circumstances is creating a unique set of opportunities: