We interrupt this email marketing column to bring you a special bulletin…

There are emerging avenues you should be leveraging in addition to email, especially if you are a brick-and-mortar business.

OK, so it’s not really breaking news, but as an avid consumer of all types of marketing, it surprises me when it’s not done as well as it could be. I’m not talking about creative execution here; I’m talking about basic strategy and tactics.

Foursquare is one of these emerging avenues. Here are some of my thoughts on how brick-and-mortar businesses are currently using Foursquare – and how they could do it more effectively to improve their bottom-line revenue.

Foursquare

Are you on Foursquare yet? It’s something I’ve been toying with for a few months now as a consumer. The basic idea is that you “check in” at places (businesses, office buildings, parks…it could be anything) and your friends can see where you are. In addition to friends on your Foursquare network, you can dual-post your location to Facebook.

I’m a city dweller, so the perceived value of Foursquare is influenced by that. I’ve found it useful for connecting with friends when I’m out and about. If I’m within a block of the waterfront and I see that my friend Kim is down there having dinner, I’ll stop by. But I digress, that’s not marketing.

Foursquare gives local businesses the opportunity to market to people who are in their vicinity. The key to success is having a clear goal and matching both the value of the offer and the check-ins required to it. Let’s talk about a couple different deals which are on Foursquare in my neighborhood now.

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