|By Melih Oztalay||
|March 31, 2014 08:07 AM EDT||
“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.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.
When 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
In 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.
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
Jul. 26, 2016 09:00 PM EDT Reads: 2,018
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet a...
Jul. 26, 2016 08:00 PM EDT Reads: 280
Big Data engines are powering a lot of service businesses right now. Data is collected from users from wearable technologies, web behaviors, purchase behavior as well as several arbitrary data points we’d never think of. The demand for faster and bigger engines to crunch and serve up the data to services is growing exponentially. You see a LOT of correlation between “Cloud” and “Big Data” but on Big Data and “Hybrid,” where hybrid hosting is the sanest approach to the Big Data Infrastructure pro...
Jul. 26, 2016 07:15 PM EDT Reads: 1,930
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 26, 2016 06:30 PM EDT Reads: 2,117
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Jul. 26, 2016 05:45 PM EDT Reads: 1,823
The best-practices for building IoT applications with Go Code that attendees can use to build their own IoT applications. In his session at @ThingsExpo, Indraneel Mitra, Senior Solutions Architect & Technology Evangelist at Cognizant, provided valuable information and resources for both novice and experienced developers on how to get started with IoT and Golang in a day. He also provided information on how to use Intel Arduino Kit, Go Robotics API and AWS IoT stack to build an application tha...
Jul. 26, 2016 04:30 PM EDT Reads: 1,082
IoT generates lots of temporal data. But how do you unlock its value? You need to discover patterns that are repeatable in vast quantities of data, understand their meaning, and implement scalable monitoring across multiple data streams in order to monetize the discoveries and insights. Motif discovery and deep learning platforms are emerging to visualize sensor data, to search for patterns and to build application that can monitor real time streams efficiently. In his session at @ThingsExpo, ...
Jul. 26, 2016 04:30 PM EDT Reads: 1,013
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Jul. 26, 2016 04:00 PM EDT Reads: 1,031
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Jul. 26, 2016 03:45 PM EDT Reads: 1,717
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Jul. 26, 2016 03:15 PM EDT Reads: 925
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
Jul. 26, 2016 03:15 PM EDT Reads: 360
Verizon Communications Inc. (NYSE, Nasdaq: VZ) and Yahoo! Inc. (Nasdaq: YHOO) have entered into a definitive agreement under which Verizon will acquire Yahoo's operating business for approximately $4.83 billion in cash, subject to customary closing adjustments. Yahoo informs, connects and entertains a global audience of more than 1 billion monthly active users** -- including 600 million monthly active mobile users*** through its search, communications and digital content products. Yahoo also co...
Jul. 26, 2016 02:30 PM EDT Reads: 528
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Jul. 26, 2016 01:45 PM EDT Reads: 1,997
SYS-CON Events announced today that LeaseWeb USA, a cloud Infrastructure-as-a-Service (IaaS) provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. LeaseWeb is one of the world's largest hosting brands. The company helps customers define, develop and deploy IT infrastructure tailored to their exact business needs, by combining various kinds cloud solutions.
Jul. 26, 2016 10:15 AM EDT Reads: 1,192
Is your aging software platform suffering from technical debt while the market changes and demands new solutions at a faster clip? It’s a bold move, but you might consider walking away from your core platform and starting fresh. ReadyTalk did exactly that. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue and over a decade of audio conferencing product development to start an innovati...
Jul. 26, 2016 09:15 AM EDT Reads: 1,021
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Jul. 26, 2016 08:45 AM EDT Reads: 1,326
It’s 2016: buildings are smart, connected and the IoT is fundamentally altering how control and operating systems work and speak to each other. Platforms across the enterprise are networked via inexpensive sensors to collect massive amounts of data for analytics, information management, and insights that can be used to continuously improve operations. In his session at @ThingsExpo, Brian Chemel, Co-Founder and CTO of Digital Lumens, will explore: The benefits sensor-networked systems bring to ...
Jul. 26, 2016 08:45 AM EDT Reads: 1,556
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Jul. 26, 2016 08:45 AM EDT Reads: 636
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Jul. 26, 2016 06:15 AM EDT Reads: 1,440
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
Jul. 26, 2016 05:15 AM EDT Reads: 2,131