Foursquare is on the tip of every marketer’s tongue. The glorious amount of data available to marketers is enough to make one drool. However, Forrester’s research state’s that only a select few marketers should use Foursquare (only “bold, male-targeted marketers” should start testing). I disagree.

Marketers need to jump on this train before their competitors do. This is their opportunity to get out in a new space and target customers in a new a beautiful way. Imagine walking around a suburban mall as a teenager (as I did in NJ for my teen years). I check into the Taco Bell in the Food Court (mmm, Volcano Tacos) and I get served an ad for Hot Topic located right next door. The ad offers a secret sale for band tees. Excited, this teenager tells all his friends and becomes a brand influencer for Hot Topic.

This contrived example is exactly that, contrived. Still, there are new frontiers to be explored with mobile advertising. Perhaps it’s a movie advertising inside of the “Tips” area of a Foursquare venue – a venue whose cliental align with the demographics the movie is advertising toward. This is exactly what I saw at Sweet & Vicious bar last ngiht, where an advertisement for The Expendables suggested using their WiFi. Or perhaps it’s a unique brand badge for checking into multiple locations of the same retailer. At the end of the day it’s all about connecting to the customer and turning them from a single purchaser to a lifelong customer.