Welcome!

Agile Computing Authors: Yeshim Deniz, Elizabeth White, Liz McMillan, Pat Romanski, Andy Thurai

Blog Feed Post

Understanding Hyperlocal Advertising For Local Store Marketing

Hyperlocal Advertising For Local Store Marketing“Hyperlocal” has become a term used to describe advertising which is targeted through a web publication towards a specific consumer audience, in a very small geographic area. By using hyperlocal ads, your business can promote products and services to a local audience that is more likely to be interested.

Since 2008, the search results have been showing maps and map listings (aka Local Business Listings). Searching no longer requires someone to add a city and state as part of their search term. The search engines know the locale of the person searching and based on that locale, they will display local results first before national results. This not only applies towards the map listings, but it includes websites. Websites identifying themselves for a specific geography will be included in the local results.

Something I have discussed in recent years is the concept of “All Business Is Local”. Keep in mind this phrase is not only about physical brick and mortar stores, but applies to local results for websites as well. Consumers use the web to research and make a purchase. Depending upon what is being purchased, the purchase may occur on the web or the consumer will go to the local store if the product requires additional physical review.

Although companies find themselves competing in a global market, businesses may find it advantageous to target their advertising locally. Hyperlocal advertising can focus so tightly on neighborhoods and sections in those neighborhoods in order to reach customers who live nearby. The hyperlocal advertising trend is worth looking at more closely.

Hyperlocal Targeting Advertising Tool

Google AdWords Express offers businesses a way to reach customers searching for products or services, specifically in their local area.

AdWords Express ads show up next to the search results on web or mobile. The ads will also show up based on the location and the search term in the local community your ads are targeting.

Google Adwords Express is effectively a highly targeted hyper-local advertising campaign. The targeting is not only based on a community for your advertising campaign, but also allows you to reach communities your physical location may not accomplish with your local business listings alone.

Example of Hyperlocal Websites

  • Patch
    Birmingham MI Patch WebsitePatch.com is the internet-based town hall, reporting everything in your area from local government to weekend events. In addition, Patch offers listings to restaurants, services, shops, and businesses. Patch prides itself on covering topics that matter to residents, making the digital content more about community than sophisticated enough to be scaled to larger news outlets. Patch is a great way to find out about what is going on in your community and how you can get involved. Patch was built to give regular local individuals a place to find plenty of opportunities to post pictures, events and share their opinion with their local community.

    Patch is currently owned jointly by AOL and Hale Global. Hale Global the majority owner plans on turning the business around after AOL built it to over 900 locations nationwide since 2007.

    As Hale Global revised Patch, they plan on making it a place for contributors and businesses to create “locally-themed news and content.” Patch sites also will be redesigned for mobile and social media users, and advertisers will have “self-service” tools for creating their hyperlocal ads.

  • Examiner
    Examiner WebsiteWhen it started in 2008, Examiner.com aimed to replace the newspapers in the local online markets. It is now a major news and lifestyle network powered by local contributors. Content is based on location and when users arrive at the site, they are routed to the nearest city’s content. While national and global audiences flock to large networks like CNN, Google, or Yahoo, Examiner focuses on hyperlocal. Content is created by locals and consumed by locals. Using the expertise of these local writers allows Examiner to feature local material about numerous cities.   

  • Tribeca Citizen
    Tribeca Citizen WebsiteIn 2009, Erik Torkells started a website at TribecaCitizen.com for the Tribeca area of Manhattan in New York City. Tribeca Citizen is a good example of a hyperlocal website providing news and information for residents of the Tribeca neighborhood. The online publication answers questions about new shops, restaurants, real estate, and more. Running a hyperlocal online publication certainly has its own challenges.

    “It’s hard for me to distill my thoughts on hyperlocal down to a quote, but I will say that the challenge, for me anyway, has not been reaching or engaging readers, who have proven to be hungry for hyperlocal information,” comments Erik Torkells.

    Erik continues to say “What takes up far more time and energy these days is explaining online advertising to local business owners, who do not have much experience with the internet or bandwidth to deal with one more person asking for their time/money.”

    While Erik has his challenges with small local businesses, he states,”Larger companies don’t value the hyperlocal audience the way a local business does.”

    This later statement unfortunately, however, may be a timing issue when larger companies finally adopt this type of advertising to their local strategies.

Benefits of Hyperlocal Advertising

  • Lower Cost with Higher Quality
    Hyperlocal advertising tends to cost less because it targets a smaller audience. An effective Google Adwords campaign is best done with $100/day, however, a Google Adwords Express campaign can be achieved between $10 – $20/day and the quality of the website visitors will be much better compared to a larger audience.
  • Enhanced and Focused Local Audience Targeting
    Hyperlocal advertising has greater control over the target marketing viewing your advertising. This allows you to create ad messages appealing to this targeted audience compared to ads appealing to a larger audience.
  • New Customer Acquisition and Relationships
    By using an additional marketing channel reaching local consumers in a targeted area, the ads have a better chance of reaching new customers to visit your business. These new acquisitions build relationships to help create repeat business. Hyperlocal advertising helps to convey a sense of similarity showing you and your customers share commonality.

Finding Hyperlocal Advertising Help

Advertising locally has its own discipline, science, and sophistication. Whether you use Google Adwords Express or need to find hyperlocal publications like Tribeca Citizen, web marketing agencies can help you find the right websites, balance your budget accordingly, and make the appropriate recommendations. I do recommend additional reading in the article “5 Reasons to Use PPC Ads for Local Marketing“.

The post Understanding Hyperlocal Advertising For Local Store Marketing appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

I have over 20 years of experience in developing successful, efficient and strategic web marketing and advertising solutions for businesses. Working through an entrepreneurial framework, I have focused on business development, sales, execution, and management. Combining solid knowledge of marketing and advertising with information technology, I have been successful in being able to apply digital technologies to the needs of businesses. As an early adopter of new ideas and technology, my clients are able to benefit from imaginative and effective programs that keep them ahead of their competition.

The Company

Smartfinds is a digital marketing agency working with national and global corporate clients including domestic and off-shore franchise operations with their online marketing efforts. We offer a number of core competencies including web marketing research, analysis, strategies, and tactics; website development and SEO; organic search engine marketing with content marketing and social media marketing; Google AdWords advertising including pay-per-click; Google Analytics and Google Webmaster Tools interpretation; Local Store Marketing including customer ratings and reviews management; and more.

Our entrepreneurial business approach employs open-mind creativity and early-adopter assertiveness along with in-depth planning for business growth. Our goal is to be a strategic partner with our clients focused on increasing traffic to the website, business growth, generate leads, increase sales and revenues.

IoT & Smart Cities Stories
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science" is responsible for guiding the technology strategy within Hitachi Vantara for IoT and Analytics. Bill brings a balanced business-technology approach that focuses on business outcomes to drive data, analytics and technology decisions that underpin an organization's digital transformation strategy.
DXWorldEXPO LLC, the producer of the world's most influential technology conferences and trade shows has announced the 22nd International CloudEXPO | DXWorldEXPO "Early Bird Registration" is now open. Register for Full Conference "Gold Pass" ▸ Here (Expo Hall ▸ Here)
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and sh...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...