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