Welcome!

API Journal Authors: Liz McMillan, Rishi Bhargava, Pat Romanski, Elizabeth White, Kevin Benedict

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.

@ThingsExpo Stories
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo 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 to wait for long dev...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
SYS-CON Events announced today that Numerex Corp, a leading provider of managed enterprise solutions enabling the Internet of Things (IoT), will exhibit at the 19th International Cloud Expo | @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Numerex Corp. (NASDAQ:NMRX) is a leading provider of managed enterprise solutions enabling the Internet of Things (IoT). The Company's solutions produce new revenue streams or create operating...
Information technology is an industry that has always experienced change, and the dramatic change sweeping across the industry today could not be truthfully described as the first time we've seen such widespread change impacting customer investments. However, the rate of the change, and the potential outcomes from today's digital transformation has the distinct potential to separate the industry into two camps: Organizations that see the change coming, embrace it, and successful leverage it; and...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
SYS-CON Events announced today that China Unicom 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. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE F...
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
SYS-CON Events announced today that Pulzze Systems 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. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
IoT is fundamentally transforming the auto industry, turning the vehicle into a hub for connected services, including safety, infotainment and usage-based insurance. Auto manufacturers – and businesses across all verticals – have built an entire ecosystem around the Connected Car, creating new customer touch points and revenue streams. In his session at @ThingsExpo, Macario Namie, Head of IoT Strategy at Cisco Jasper, will share real-world examples of how IoT transforms the car from a static p...
Big Data has been changing the world. IoT fuels the further transformation recently. How are Big Data and IoT related? In his session at @BigDataExpo, Tony Shan, a renowned visionary and thought leader, will explore the interplay of Big Data and IoT. He will anatomize Big Data and IoT separately in terms of what, which, why, where, when, who, how and how much. He will then analyze the relationship between IoT and Big Data, specifically the drilldown of how the 4Vs of Big Data (Volume, Variety,...