When I joined the technology industry two decades ago, the marketing landscape looked very different. My time spent devising strategies while working for Microsoft and Cisco, and even 5 years ago at the launch of DHgate, feels like a lifetime ago when I consider the innovations that are now part of the marketing norm. The many advancements, such as SEO, PPC, CTR, and so on, not only introduced a whole new acronym-based language to the office, they have also meant that we are now closer to our existing and potential customers than ever before. But no innovation has given our business more ‘personality’ than social media.

With Facebook, Twitter and the likes now a standard habit for individuals and marketers alike, I have made it part of my routine to keep an eye on the 2.0 horizon for any newcomers that may up the ante, so to speak. I recently came across a development which may prove helpful to retail outlets with shop-fronts.

New kids on the block, Foursquare, have developed the latest 2.0 technology which allows users to log their location and “check in” to various establishments. From a social perspective, I can see this being very popular. From a local business perspective, I can see it being profitable.

When I came across this article (read here) the other day, I immediately thought of the potential for bricks-and-mortar SMEs to reach and attract footfall. With the option for stores to provide promotions and incentives to users in their locale, advertising here could be a particularly interesting concept. It is also entirely measurable – Something that can’t be said for most advertising methods.

Plenty of others (including Google) are working on similar ideas surrounding location-based coupons, but the Foursquare idea has different potential because it’s a more proactive use of location-based services. On one level, Foursquare is more of a game, and some people use it to obtain a high score and get badges (for checking in certain places). That’s different from being in a place like a grocery store because you’re shopping as you normally would, and seeing a coupon pop up.

While its long-term success is still unproven, and its availability still fairly limited, this newcomer may be worth keeping an eye on.