Foursquare Allows Local Search Advertising, debuts ‘Promoted Updates’
Last week Foursquare shook up the local search advertising scene a little and began introducing “local updates,” a message service that allows businesses to message customers about specials, new productions and promotions. This update is free for all businesses and has been rolling out across the platform for the past several days.
It gets even better this week for businesses with Foursquare’s “promoted posts,” which will appear at the top of the Explore tab, where personalized recommendations are found for Foursquare users based on their recent activity and that of their friends.
This is a giant leap for Forsquare into the local search advertising market and has taken cues from Twitter and Facebook’s advertising platforms. “Promoted updates are like search ads for the real world,” explained Foursquare in announcing the new tool. “You might see updates that include places that are on your Foursquare lists, places your friends have been to or liked, or places you’d likely want to check out given the time of day or neighborhood you’re in.”
Promoted Updates are available a select number of retails currently but Foursquare plans to extend promoted updates across their entire platform within the next several months. This is another large update to the local check-in service, coming just two months after the launch of the revamped version of their app as Foursquare takes on competitors such as Yelp, Zagat and Groupon.
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