As we continue living the “M-life” increasing the connection between analog and digital spaces is only a natural progression.

kuang woo photography

Connected consumers have become more location aware through the mass rise of geoutilities.

image by heartbreaker

For example, Apple’s Iphone

stores the longitude and

latitude of a user’s

movements which is

synchronized to the owner’s

computer when connected with Itunes. (Source: Charles Arthur,

Apr 2011)image by janesullivan

Companies increasingly deploy Iphone’s to their employees. (Source: Aberdoon Group, Dec 2009)

image by resurco

“These phones may store as much as a year’s worth

of location data—data that could be snooped

by law enforcement, creditors, jealous

spouses, or— more troubling, and probably

more likely—hackers, malware operators and

stalkers.” (Source: Glenn Harlan Reynalds,

Smartphone Searches Not So Smart, April

2011)

image by rekha6

Google is also introduced the “Latitude” system which provides user location details to their contacts. (Source: Charles Arthur, Apr 2011)

image by michaeeel

Social media hubs such as Foursquare and Gowalla allow people to post status updates just like Twitter and Facebook.

However Foursquare focuses on geotagging – using GPS cell networks to triangulate your position and allowing you to “check in” at various places.

image by james u.k.

Each “check in” is an achievement which awards user points and badges.image by tikaro

You can even be crowned “Mayor” of that venue if you check in more days than anyone in the past 60 days.

image by ntr23

Gowalla has also added a competitive element where virtual items are added and can be found at the coordinates of a location.

image by newmanchu

In April 2011, Foursquare reported over 8 million users adding around 35,000 new users a day. (Source: Foursquare, Apr 2011).

image by eric doolan

Marketers have acknowledged that they can engage with consumers on Foursquare’s platform.

image by masstransmit

The “catch-a-choo” campaign demonstrates how Jimmy Choo in collaboration with Fresh Networks used a Foursquare

scavenger hunt to increase sales.

image by lomakev

“In just 3 weeks 4,500 individuals participated in the trainer hunt in a bid to ‘catch’ the trainers and win a pair for

themselves.” (Source: FreshNetworks, 2010).

image by myretailmedia

Other organizations are using this opportunity to connect with consumers by offering special deals or incentives to drive up sales.

image by yuwco

Users themselves are also “branding” themselves by choosing where to check in.

image by lululemonathletica

Barry Lowenthal uses Foursquare to receive promotional offers from venues that are close by and

relevant to him.

image by gavinz

Controversy over geo-location devices in this medium have risen.

image by meta-morphosis

Questions of personal and home security with use of geo-tagging as venues become more transparent.

image by pinkbelt

Although these concerns have been raised, geolocational tools like Foursquare have been highly effective in retaining

georelevance.

image by dnfisher

While we continue to live mobile, nomadic lifestyles the geoutility platforms will be a powerful social medium for

marketers and connected publics..

image by tonyshi

All images are licensed under the creative commons, non-commercial share alike 3.0 agreement and sourced from flickr

image by michael.sutton