|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.
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
Apr. 27, 2017 08:45 AM EDT Reads: 1,214
The age of Digital Disruption is evolving into the next era – Digital Cohesion, an age in which applications securely self-assemble and deliver predictive services that continuously adapt to user behavior. Information from devices, sensors and applications around us will drive services seamlessly across mobile and fixed devices/infrastructure. This evolution is happening now in software defined services and secure networking. Four key drivers – Performance, Economics, Interoperability and Trust ...
Apr. 27, 2017 08:45 AM EDT Reads: 692
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
Apr. 27, 2017 08:00 AM EDT Reads: 977
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search an...
Apr. 27, 2017 08:00 AM EDT Reads: 572
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
Apr. 27, 2017 07:00 AM EDT Reads: 1,072
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Analytic. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
Apr. 27, 2017 05:30 AM EDT Reads: 1,212
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
Apr. 27, 2017 05:15 AM EDT Reads: 1,374
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in compute, storage and networking technologies, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/...
Apr. 27, 2017 05:00 AM EDT Reads: 2,289
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...
Apr. 27, 2017 04:45 AM EDT Reads: 5,434
Judith Hurwitz is president and CEO of Hurwitz & Associates, a Needham, Mass., research and consulting firm focused on emerging technology, including big data, cognitive computing and governance. She is co-author of the book Cognitive Computing and Big Data Analytics, published in 2015. Her Cloud Expo session, "What Is the Business Imperative for Cognitive Computing?" is scheduled for Wednesday, June 8, at 8:40 a.m. In it, she puts cognitive computing into perspective with its value to the busin...
Apr. 27, 2017 03:45 AM EDT Reads: 3,714
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
Apr. 27, 2017 03:45 AM EDT Reads: 1,575
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
Apr. 27, 2017 03:15 AM EDT Reads: 1,178
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Apr. 27, 2017 03:15 AM EDT Reads: 5,975
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Apr. 27, 2017 02:30 AM EDT Reads: 1,485
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.
Apr. 27, 2017 02:15 AM EDT Reads: 849
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
Apr. 27, 2017 01:15 AM EDT Reads: 1,523
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
Apr. 27, 2017 12:00 AM EDT Reads: 9,176
Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the USA and Europe, we work with a variety of customers from emerging startups to Fortune 1000 companies.
Apr. 26, 2017 11:00 PM EDT Reads: 2,397
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
Apr. 26, 2017 10:45 PM EDT Reads: 2,428
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
Apr. 26, 2017 10:15 PM EDT Reads: 2,000