LBS: Savvy Social Tool Turned Marketing Dream |
 Written by Allison Wahl |
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While a great deal of energy has been devoted to how LBS has affected social networking, there is one other realm that has experienced its profound effects. The world of marketing has not only changed with the introduction of social networking media, but the recent fad of social LBS game/apps is adding a new dimension to how people find and experience places and products. Because the apps are so fun and social, people tend to forget how much advertising and marketing play into them. Fortunately, there are no annoying ad banners, but the simple listing of a nearby place or product is enough to get its name out there and known. Couple that with the fact that all your friends are there or you read an interesting review about it, and bam! — consumer base is multiplied.
The lure of social LBS apps extends beyond the fact that it’s a new way of connecting with friends and meeting new people. One of the greatest elements of these apps is the ability to review and read reviews of places. While online reviews can be helpful, they can also be biased, and may not necessarily be from people with similar tastes, backgrounds, or interests. The fact that social LBS apps keep you connected with people within your circle of friends or with people of a similar demographic ensures that the information you read will most likely reflect what you think and guarantees that the reviews are not biased. Also, you know who posted what, and therefore you can rationalize what was said or question further.
This phenomenon was initially started by apps such as Foursquare and Gowalla, which enable you to see where your friends and others are, what they’re doing, and how they feel about it. Additionally, they reward you for being a loyal patron and inspire you to keep using the apps by presenting you with prizes and points for each location visited. However, a new kid is now on the LBS block. SCVNGR goes one step further from these apps by implementing challenges and allowing the users to take advantage of their platform in order to add to the game (see App Spotlight for more information).
Regardless of method, all of these apps serve the purpose of connecting their clients to the places around them. By signing on with one of these apps, a business is signing on for guaranteed exposure and a likely increase in clientele. Furthermore, the immediate feedback form the apps enables quick responses from the company owners, ensuring happy customers. So as you can see, every side of the equation is happy. The only mistake one can make with social LBS apps is to not engage with them — either as a producer or consumer. LBS has transformed social experience, has shaped the world of marketing, and has created even more motivation to get out there, explore, and connect.
