By Amol Roy
With the advent of technology and the development of new channels of communication, the older approach to marketing at a local level has undergone a paradigm change. Right from the times of considering inserts, small print ads and banners to gain attention, today we have the option of selecting the precise location targeting with the help of sharply defined marketing techniques known as hyperlocal marketing.
Hyperlocal marketing is defined as the process of targeting potential customers in a very specific, geographically limited area, sometimes a few blocks or streets, often with the purpose of targeting people conducting ‘near me’ searches on their smartphones.
Benefits of hyperlocal marketing
Hyperlocal advertising lets consumers search for products and services on their mobile phones, allowing them to visit or call through a call to action-oriented ad which pops up with their respective phone number and a map with their current location. The location is then sent to the ad networks which sell the ad space with the location information to other similar channels. This helps advertisers reach out to the relevant audience more effectively.
Depending on their budgets, companies can opt for the ideal channel mix for themselves. It could be an amalgamation of conventional and hyperlocal…