Foursquare Steps Up Recommendation Marketing With New Feature
Foursquare is planning to update its Android and the iPhone apps Tuesday to version 3.0 with a number of new features – including one, a new explore tab, that could more tightly link the nascent – and still largely separate – areas of recommendation marketing and check-ins.
“The idea is pretty simple: tell us what you’re looking for and we’ll help you find something nearby,” the company says in a blog post. “The suggestions are based on a little bit of everything – the places you’ve been, the places your friends have visited, your loyalty to your favorite places, the categories and types of places you gravitate towards, what’s popular with other users, the day of the week, places with great tips, the time of day, and so on. We’ll even tell you why we think you should visit a certain place (e.g. popular with friends, similar to your favorite spots).”
New Search Features Too
Foursquare has built in certain categories such as food, coffee and nightlife. It has also stepped up its search functionality by allowing people to search by such categories as “80s music,” “fireplaces,” “pancakes,” “bratwurst,” and “romantic.”
Foursquare has been steadily raising its profile since its launch nearly two years ago. The most recent endeavor, which proved to be a success with nearly 200,000 check ins, was its Super Bowl campaign. Instead of checking into a real venue, people checked into “Super Bowl Sunday” when it was placed at the top of the Trending Now area on Foursquare’s mobile apps. Those shouting which team they were rooting for, got a badge for a 20% discount on merchandise at NFLShop.com. It was the first time unique redemption codes were attached to badges, prompting speculation that it might be a monetization venue for brands in the future. Now, as Foursquare reveals its new feature for 3.0, it also points to one way it will be gathering marketing-related data for its recommendations.