The emergence of the mobile phone as a powerful tool has also made the nearby search option its most used feature. Whether it’s finding pharmacies, clothing, restaurants or real estate, people are using technology to compare local options and make decisions. It ensured a connection with the next generation audience for the trade.
As mobile devices join the digital marketing revolution, hyperlocal strategies have begun to show their value to traditional businesses. Strategies that help businesses attract audiences and grow business by making business sense of relevant datasets to gain actionable insights.
As hyperlocal digital marketing paves the way for the future of global marketing practices, there are key aspects of business that are critical to its success. Let’s look individually at some important aspects to make sense of how hyperlocal digital marketing works.
- Public: The audience is the most important element of marketing in any business. And when it comes to hyperlocal, whatever audience generation we consider, they’re all on their smartphones. The penetration of the mobile phone in our country has led to profuse data consumption and the creation of a digital footprint. A look at the statistics indicates that more than 49% of all daily searches on Google are for the hyperlocal business. The overall global business opportunity for hyperlocal is now pegged at $3 trillion. Data from Gen Z and Millennials shows that 58% and 61%, respectively, conduct a product or service search to find a store or service provider closest to them. Fifty percent of all searches are transactional searches and are hyperlocal.
- Technology: As technology continues to play a disruptive role in all industries, personal computing is now primarily mobile. This is a possibility mainly due to the ability of 5G technology to calculate a large amount of data and provide results in real time. Using their computing capabilities allowed the public to connect. Technology has made it possible to discover, engage and trade from anywhere at any time. In a post-pandemic world, technology is now guiding the shopping behavior of people who expect global brands to deliver a digital commerce experience in their nearby stores. For their part, most brands have understood that changes are what will keep them relevant and in the spotlight.
- Data Lake: Each piece of information provided by a customer has its unique relevance. Data lakes allow us to store relational and non-relational data. While the former relates to line-of-business application data, data from mobile applications, social media, and other similar sources compensate for non-relational data. By exploring, cataloging and indexing, we can understand each data set. In the cookie galore world we find ourselves in today, it takes the ability to compute relevant datasets in order to make business sense of actionable insights. It’s about making sense of the unknown in relation to the known. But that’s about to change soon as third-party cookies will go away and first-party cookies will matter. The importance of first-party cookies is already felt by brands. This potential offered by data can be seen in the significant investments that the big technology giants are making in telecommunications network providers. The idea is to use data by transporting physical store owners and merchants to a digital world. With this transition comes a promise to make them digital to attract and be in tune with a customer’s changing behavioral trends.
As a wise man once said: follow the money, and you will know what to do. Hyperlocal digital marketing is a mobile-first approach. As the number of people using their smartphones for computing increases, it is imperative that the location context automatically follows. And so, to connect with the next-gen audience for commerce, you’ll first have to digitize your last mile. The last mile is what the public remembers. For the next generation, it’s about the experience and communication before, during and after delivery, which makes it absolutely essential for businesses. Thus, improving the last mile customer experience will lead to increased revenue, deliver lifetime value and improve the company’s reputation.
Ultimately, it is the brand that activates and invests in its first-party data infrastructure, which will have the ability to engage and connect with the right audience, in the right context, at the right time and for the best return on investment.
The opinions expressed above are those of the author.
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