Consumers are increasingly signing up for mobile social media platforms like Gowalla, Foursquare and Loopt to take advantage of new ways to meet up with friends and be rewarded by brands/retailers. As these applications become more pervasive, many elements of daily life like buying coffee and running errands should begin to look and feel more like a game. This is a very important development for advertisers because until now it has been impossible to accomplish one-to-one, real-time marketing, but with location based social media it may soon become a reality.
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