Home  › Social › Social Media
foursquare-checkin

Can Foursquare Cash In on Search?

  |  April 19, 2012   |  Comments

Geo-social company will launch paid platform in June.

Foursquare hopes to launch paid search during the next two months. Merchants will be able to promote check-in deals on the platform when users search for local specials, employing the same algorithms currently used on the app's "Explore" tab.

First reported by AdAge today, ClickZ has confirmed the item with two sources close to the situation. One was Walgreens social media director Adam Kmiec, who has spoken with Foursquare about its future plans.

"We are interested in any way we can make our customers more aware of our specials," Kmiec said. "We also think it shows that Foursquare is maturing as an organization."

Up until this development, Foursquare mobile app searches have produced organic results. The same has been true when users tap "Explore" and then hit a "Specials" button before seeing local merchant specials on Foursquare, as well as syndicated deals from Groupon, LivingSocial, Gilt City, ScoutMob, etc. Sometime during June, sponsored results will begin appearing in both cases.

Foursquare is evidently collaborating with past brand partners to create the paid ads platform. During the last two years, it has worked with names like Walgreens, Pepsi, Dunkin' Donuts, Whole Foods, and Radio Shack.

From a longer view, it's the latest business-minded step for Foursquare, which has at least 15 million users and aspires to be a local marketing platform worldwide. Last August, the three-year-old company released a free-to-use self-service platform for business pages. The pages product is available to marketers in 11 languages.

The paid ads development isn't necessarily unchartered territory for the geo-social brand. Nine months ago, ClickZ learned Foursquare was selling custom badges to brands on its platform starting at $75,000. And its mobile distribution deal with the aforementioned daily deals players was unveiled last August. It's been assumed by industry watchers that Foursquare has been getting a sales cut for the converted referrals it dishes out to Groupon, LivingSocial, and others.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...
    • Creative Marketing Associate
      Creative Marketing Associate (NewMarket Health ) - BaltimoreAre you looking for a foot in the door with the best marketing company in the business...