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by Oliver Ewbank on 27th August 2010
Facebook Places offers online companies another potential marketing channel, it has been suggested.
The service has recently launched in the US, with users and companies able to inform their friends of what their present location is on a map.
Justin Cooke, chairman of the British Interactive Media Association, said the service follows on from the introduction of novel offerings such as pay per click and targeted advertising.
"Location-based social media allows brands to connect using all of the above, but then adds the additional layer of geography or place, which is a marketer's dream," he stated.
Mr Cooke added that brands are currently offering online consumers fairly generic special offers, but as the user base of Facebook Places grows, more sophisticated segmentation and redemption models will be introduced, leading to a greater personalisation of what companies can offer their potential customers.
He said that social networking sites are currently leading the way in terms of location-based services.