Location-based marketing is all the rage -- but too many marketers have all their energies focused on social sites such as Foursquare and Gowalla, writes Kunur Patel. Reports project location-spending will hit $4 billion by 2015, so marketers should cast their net more broadly and figure out ways to tap into the geo-aware functionality that many other Web sites now offer. "Foursquare is really innovating for small businesses and that's fantastic," says Google advertising manager Paul Feng. "But ultimately that's just one piece of the opportunity."

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