Faster, Stronger, Better…The Bionic Effect of Hyper-Local Media Plans on ROI
Consumers are hit with an average of 1,700 banner ads each month. That’s nearly 20,400 ads placed in front of them each year. As a result, consumers have developed “banner blindness,” making it increasingly difficult for a business’ mobile ads to get noticed. While placing more ads over a longer period of time to gain desired visibility might be the best course of action, it isn’t always the intelligent solution. To combat this phenomenon, smart media buying agencies have begun to turn to a rather simple solution for getting their message to the right audience. That solution is hyper-local marketing.
What is it?
Hyper-local marketing blends old school advertising with high tech innovation. More specifically, the term refers to a marketing plan that is focused on a defined geographic area, usually a city or region. While the term is new, the concept isn’t. Companies have be conducting hyper-local marketing campaigns since humans started doing business. So, why has it become all the rage now?
Power in your hands
Everywhere you turn these days we see people using their mobile phones. It seems that these devices have become a necessity in life. According to a recent study, more than 80 percent of adults own a smartphone. But, unlike the traditional mobile phones, smartphones have computing ability that helps people to get access to information, community and businesses faster than ever. The near instant gratification mobile devices provide has a powerful effect on decision making as well.
Of those who own smartphones, 45 percent report using their mobile device to research products and services . In addition, based on the results of their mobile search:
- 30 percent are more likely to visit a retailers website;
- 57 percent more likely to visit a retailer’s store; and
- 51 percent more likely to make an immediate purchase.
With compelling information like that, it’s no wonder marketers are turning to hyper-local marketing for many of their clients.
How does hyper-local marketing work?
Hyper-local marketing uses smartphone apps and GPS data to geographically identify the location of the target audience. Then, the app delivers ads, discounts and other promotions of a local business directly to that smartphone. This method of delivery capitalizes on the instant gratification and community relevance that most influences the purchasing decisions of consumers and thereby increasing the likelihood that individual will take action on the offer.
So is hyper-local marketing right for you? Whether you are a national, regional or local brand, you can do this. But to be successful, there are some basic rules you should know.
The Do’s And Don’ts of Hyper-local Social Marketing
Before jumping into hyper-local marketing, be sure to know what you are doing and how it should and shouldn’t be used. Most importantly, hyper-local social marketing must involve putting the consumer first above all else. “Community is the center of your target audience’s world,” stated Frank Gussoni, President of M3, “And brands must identify what matters most within this network in order to market your products and services effectively.”
In developing your message, don’t forget to personalize the communication. Also, don’t reuse the same theme or topic for each campaign. A tactic or promotion that resonated a few months ago may no longer be effective. Lastly, don’t forget to do the necessary research to find out what these local communities find relevant to their lives and needs. If you don’t create relatable content, your brand will fall flat.
For M3, the results of hyper-local marketing have proven it to be a cost effective and valuable tool for their clients. “We’ve had amazing results,” Gussoni acknowledged. “Mobile has fundamentally changed how consumers make their purchasing decisions. Harnessing the power of mobile to will not only increase the performance of your marketing campaign, it can provide you with valuable data to make the success of future marketing campaigns faster, better and stronger.”
To learn more about how M3 used hyper-local marketing to help our client, read
 “The 2016 U.S. Mobile App Report.” Comscore, September 13, 2016.
 Jason Mander, “GWI Device Summary,” Global Web Index, Q 3 2015.
 “Mobile Search Moments: Understanding How Mobile Drives Conversions.” Google/Nielsen, March 2013.