Should marketers say goodbye to mobile check-ins?
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Dive Brief:
- Mobile check-ins might be nearing the end for marketing purposes, though some brands are holding on.
- Foursquare — a mobile app that rose to success because of mobile check-ins in 2009—is admitting the check-in is now longer a main focus of its business strategy and has separated the feature into the new app Swarm earlier this year.
- Some brands are still experiencing success with check-ins—Denny's restaurant chain, for example, was able to increase check-ins to its chains by 40% to 50% through a recent campaign with Atari.
Dive Insight:
The mobile check-in might not be on its deathbed, but rather on the edge of a metamorphosis. Location data is certainly still important to many brands with brick-and-mortar locations. So while the user initiated check-in is loosing it's luster, the technology to offer check-ins is alive and well for mobile push campaigns and targeting data.
Recommended Reading
AdWeek: Is the Mobile Check-In Dead?
