2017: The Year of Hyper-Local Marketing
February 17, 2017
Personalization and hyper-local marketing are certainly not a new focus- we’ve been hearing about both, and directing our efforts towards creating a personal experience for consumers, for several years now. However, research continues to show that with location-based data, we now have even more information at our fingertips that will allow brands to build even stronger connection with consumers. This week’s roundup is focused on how brands could (and should) be utilizing location data to inform their hyper-local marketing strategy from the get-go.
Title & Resource: 6 Ways National Brands Fail At Local Marketing – Forbes
Overview: This Forbes article identifies and outlines the top six mistakes national brands make when marketing at the local level. “The opportunity to connect with consumers on a local level has never been easier, but national and global brands continue to miss the mark – big time,” says Alaina Shearer, founder and CEP of digital marketing agency Cement Marketing. Check out the full article to discover the top six issues preventing your brand from successfully resonating in local markets.
Title & Resource: Survey: Under 40 Percent Start A Local Search With A Search Engine – Search Engine Land
Overview: This Search Engine Land post dives into a recent report, called Local Search Unleashing Local Search Unleashing Opportunities for National Advertisers, which outlines where and how consumers typically start local searches. The findings are both surprising and powerfully instructive for marketers executing hyper-local digital campaigns.
Title & Resource: Situational Marketing and the Science of Getting Personal – Business.com
Overview: This recent Business post highlights the fact that as mobile screen time has increased, so too has the volume of advertising and branded messages consumers see. In fact, research reveals that 86 percent of Internet users admit to “banner blindness”. Because consumers have become inundated with ads as they browse online, they’ve also become adept at ignoring the ones that they deem irrelevant or simply not personable. Check out the full post to learn how location-based marketing can help your brand get a clearer understanding of what is relevant for your target audience.
To learn more about how local marketing can increase your brand’s discoverability, help drive leads (i.e. sales), and build relationships with your target audience, check out the following short video: