Hyperlocal Advertising

To obtain local and long-lived customers it is crucial to be identified as part of the community. Hyperlocal advertising is an effective strategy to achieve this target. Hyperlocal meaning a geolocalized area nearby, also meaning people or shops within walking or driving distance or those identified as a recognizable community.

HOW TO OPTIMIZE HYPERLOCAL ADVERTISING 🤔

Marketers can optimize their hyperlocal advertising with these tips:

• Make marketingBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More have a local flavor – Taking advantage of local idiosyncrasies, such as weather, geography and demographics, in campaigns can help personalize brands.
• Build your businessBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More to your communities – Customer needs vary geographically and, as a result, require region-specific marketing strategiesCustomers’ unique experiences
• Create unique marketing experiences so good that companies can start building their own communities of local followers. For example letting local clients become part of your branding past.

THE FACEBOOK CASE 🔍

In 2017 Facebook announced the release of Hyperlocal Advertising in the United States and in the following months worldwide. The ads placed within this service have the main feature of appearing in the navigation of the platform users when they are at a distance established by the customer.

The central strength of this new Facebook service, is the ability to display announcements of products and services of all types of companies that are in an area close to the user through the use of smartphones, either through GPS or other triangulation system that allows technology.

The support of this new hyperlocal advertising system is the one billion mobile phone users that exist in the world and allow an automatic interactivity through which you receive an advertisement that offers to meet the needs it has in that place and at that time, generating a call to unique action and a very high efficiency in advertising.

In relation to this service philosophy, i.e. to offer users a detailed map of what is near their location, in April 2014, Facebook starts offering the Nearby Friends project, which informs users about the location of friends or acquaintances in the area so that they can share real events through an invitation.

The idea of this new intelligent hyperlocal advertising system, identified as hyper-localized, is that while the user and the potential customer are examining their new news, and looking at the news received, they view the offer of a bar or clothing store that is a few hundred meters from where it is located.

This hyperlocal advertising probably wouldn’t be so efficient if they were aimed at the whole city. But by reaching people close to the company, Facebook might be able to handle the pedestrian traffic that leads to actual sales. This is something that businesses and businesses are willing to pay for and cannot get from other advertising tools.

There is no doubt that Facebook has developed a battery of products that specifically target smart advertising, trying to increase its share in the juicy online advertising market.