The value exchange is fundamentally flawed. Foursquare users are checking in to earn points, but the offers aren’t there. Retailers want a more targeted advertising base, but the customers are not immersed enough to be a highly valued “eyeball.” And the masses are left with an increasing percentage of the “noise” being filled by largely useless check-ins. There is a way to change this dynamic. Flip the value exchange on its head. Fuel more automatic check-ins, or methods to provide immediate value to the user.
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