Overview:

This report evaluates the two location-based services from Google and Facebook in terms of their use for marketing purposes by companies in B2C markets that have physical points of sale (referred in the report as "local businesses").  The report is written in a user-friendly (business/ marketing oriented) way and does not require technical knowledge.

Key Benefits:

• Companies point of view vs. consumers point of view regarding the use of these platforms

• Support for the decision-making process of using or not using one or both of these platforms for companies (according to profile and strategy)

• Insights into the characteristics of the platforms for marketing purposes including consumer data gathering, attracting new consumers, consumer retention, and promotion of new products/ services/ selling points

Questions Answered in Report:

• What are the characteristics of these platforms (similarities and differences)?

• What benefits can these platforms bring to a company on the B2C market if using them?

• How can these characteristics be translated into business opportunities/ marketing strategies and tactics for a company on the B2C market?

• What aspects should be taken into consideration before deciding if the company should use one or both of these platforms?

• What are the drivers and barriers for consumers regarding the use of these platforms?

Audience:

• Companies of all sizes that have physical points of sale and that act on the B2C market

• Marketing agencies that work with these type of companies

Introduction: Location Based Marketing through online Social Networks and Search Engines

Google Places

- Characteristics
- Marketing opportunities for local businesses

Facebook Places

- Characteristics
- Marketing opportunities for local businesses

Google Places vs. Facebook Places

- Similarities and differences
- Advice for local businesses
- Consumers point of view