There was a time in the industry when every newbie thumped their chest on being a \u201cglobal\u201d brand. When you checked their website out, their global presence was in 2 to 3 never-heard-of cities somewhere in Eastern Africa or Southeast Asia. Well, being a global brand has become a pass\u00e9. Hyperlocal is the new marketplace and that\u2019s where the world is right now. What is it anyway?<\/p>\n\n\n\n
Hyperlocal Marketing 101<\/strong><\/p>\n\n\n\n It was not until a couple of years ago that Google started the \u201cnear me\u201d feature and started showing people about the companies \u201cnear you\u201d that can address your \u201cspecific\u201d needs. To dumb down Hyperlocal Marketing in layman\u2019s terms, it is how a company identifies its customers in a very \u201cspecific\u201d way. Be it by locating them geographically, street by street, lane by lane, block by block\u2026 that\u2019s how it works.<\/p>\n\n\n\n Hyperlocal marketing has been used in the media and advertising industry unconsciously or subconsciously even before it was cool. Ever imagined Spider-Man would speak Hindi so that we could understand what the web-slinger is up to? When Harry Potter spoke in Punjabi, even the Potterheads went gaga about their hero, in a good way. Translations and dubbing of films, TV series and TV commercials were a thing of the past and a few of the many aspects of hyperlocal marketing. Today, we see companies adapting to this newfound love in ways more than one.<\/p>\n\n\n\n The Hyperlocal Drivers<\/strong><\/p>\n\n\n\n SEO<\/strong> is driving the hyperlocal marketing engine in a Hyperloop (pun intended). When a company posts some local content with its culture & values ingrained, it gives a feeling of being personally connected to the customer. Imagine Siri or Alexa speaking to customers in their mother tongue and getting the pronunciations of the names right, that\u2019s like one of the biggest accomplishments of being hyperlocal.<\/p>\n\n\n\n Retargeting<\/strong> allows the companies to reach out to those customers who didn\u2019t feel a strong connection with the brand because of its \u201cglobal\u201d language. Comprendo?<\/em> That\u2019s exactly why hyperlocal marketing is necessary. The brands will never miss any customers out because of their demographics or psychographics.<\/p>\n\n\n\n Geo-fencing<\/strong> works really well when hyperlocal marketing truly understands the intricacies of the region. This gives marketers the freedom to choose a \u201cvery specific\u201d region and target their ads to people in real-time who are in that region only.<\/p>\n\n\n\n