You know that the Internet puts your business within a few keystrokes of people anywhere around the world. But did you know that social media tools, especially Twitter, help you pinpoint people who live and work in your neighborhood?
Twitter allows you to locate people who live or tweet in your city or neighborhood, people you know, as well as people you don’t yet know. This makes Twitter the ideal tool for infiltrating your neighborhood.
2011 has been hailed as the “year of geolocation.” Alas, so was 2010. As was 2009 and 2008. Yet geolocation services like Foursquare and Gowalla continue to seek mainstream audiences with limited success.
Most smartphone users have never used a geolocation app. What’s holding them back? And how should marketers approach these emerging technologies?
The Value of Geolocation
It’s easy to see why marketers would be interested in geolocation: You can effectively target customers at the most important point in the consideration cycle – standing right in front of you. Digital marketing has historically been tasked with either an awareness/brand-building role, or – more frequently – a direct response role, driving customers right into the ecommerce funnel.