The global hyperlocal service market is expected to grow from $ 1.845 billion in 2021 to $8.183 billion by 2030. Hyperlocal social media marketing has already become an important strategy focused on reaching and engaging specific audiences, often in localized or niche markets. Implementing new technologies like Artificial Intelligence (AI), AR, Geofencing, and others is expected to take the advertising game to the next level.
Impacts of Hyperlocal Marketing
Hyperlocal marketing relies on location-based technologies to create personalized and relevant experiences for local consumers. With the rise of mobile devices and local search, consumers are increasingly turning to their smartphones to find information about businesses and make purchase decisions. By implementing hyperlocal marketing strategies, businesses can capitalize on this trend and connect with potential customers when they are most likely to make a purchase.
The following sections discuss the benefits along with the impact of hyperlocal marketing on business success:
1. Beacon Technology
Beacon technology is changing how businesses advertise to people in the community. The beacons use Bluetooth signals to communicate with nearby smartphones and provide personalized information and communications based on the user’s location and past behavior.
One of the great things about beacon technology is that it can provide consumers with instantly personalized shopping experiences. By lighting up a store or walking through a beacon technology area, a user can receive information about favorite products or special offers that match their interests.
Furthermore, this technology helps businesses better understand customer behavior and preferences. By analyzing data on product popularity and customer dwell time, businesses can make smart decisions on store placement. On the other hand, companies providing email marketing services too can develop more effective strategies to help local businesses engage with a relevant consumer base in a particular area.
2. Augmented Reality
Augmented Reality (AR) is a modern technology that is changing how businesses interact with their customers. AR mixes the real world with virtual things letting people play with digital stuff in a cool way.
One good thing about AR in hyperlocal marketing is that it gives customers better ways to play with things. Think about a furniture store using AR to let customers see how furniture looks in their homes before buying. This helps customers see if the furniture fits and also saves space for the business without needing a physical showroom.
AR also lets businesses create games that can make customers more interested and loyal. For example, a restaurant could supplement its martech stack with AR to show customers a 3D preview of their food before they order. This fun and interactive idea can make eating out more enjoyable and keep customers coming back.
3. Geofencing
Geofencing is an important tool for gathering information about customer demographics, shopping habits, likes, and dislikes. It uses GPS or RFID to create a virtual boundary around a specific area. All this allows businesses to send personalized promotions and messages to customers in that area.
Let’s say a coffee shop creates a geofence around a local office building and sends promotional messages like “Grab your afternoon coffee for a 10% discount!” to employees who walk by. This increases the likelihood of in-store visits and encourages customer loyalty. For businesses using programmatic advertising, geofencing allows them to deliver highly targeted ads that align with their audience’s specific needs.
4. Artificial Intelligence
Artificial Intelligence (AI) is changing how businesses do marketing. AI can quickly look at a lot of data and predict trends in real time. This helps companies to target specific local markets better. AI also gives personalized suggestions. By studying customer data, AI can determine preferences and make tailored suggestions to customers. This enhances the customer experience and boosts sales opportunities for businesses.
Due to its ability to analyze data, organize customers into groups, and create personalized content, expert performance marketing agencies implement AI to improve their targeted ads and track how well they are doing.
5. Voice Search and Hyperlocal SEO
Voice search is becoming increasingly popular, especially with the rise of smart speakers and virtual assistants like Alexa, Google Assistant, and Siri. In 2023, approximately 125.2 million individuals utilized voice search, with voice search assistants providing accurate responses to an impressive 93.7% of inquiries. As more people use voice search to find local businesses or services, businesses must optimize their content to ensure they appear in voice search results. Because of this advantage of enhancing their visibility, and driving traffic to physical locations, marketing companies are also integrating it into their 360 marketing services.
Summing Up
No doubt, these emerging technologies will keep on revolutionizing hyperlocal marketing this year and in the future. They are enabling businesses to deliver more personalized, location-based experiences to their customers. But as companies adopt these innovations, it’s also essential to focus on brand reputation management to ensure that local marketing efforts are aligned with maintaining a positive brand image.
By staying ahead of these tech, and managing brand perception, businesses can build stronger customer relationships and achieve long-term success in the hyperlocal space.