Click here to close now.

Welcome!

Search Authors: Carmen Gonzalez, Elizabeth White, David Sprott, Pat Romanski, Liz McMillan

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

Currently the CEO of SmartFinds Internet Marketing, a Internet marketing agency for mid to large corporations. Having started our business in 1994, I have had the opportunity of growing and evolving with the Internet industry. This has opened up the opportunity to apply the Internet technologies to the objectives of a business.

I have had more than 20 years of successful business experience in entrepreneurial environment. Primary focus on business development, sales, execution and management. Secondary focus on information technologies (IT) and a strong ability to apply IT capabilities to business needs using creative and innovative methods.

Business Philosophy: - "There is nothing a computer cannot do, that money and time cannot buy"

- "There is a opportunity and solution for every problem"

@ThingsExpo Stories
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
DevOps tends to focus on the relationship between Dev and Ops, putting an emphasis on the ops and application infrastructure. But that’s changing with microservices architectures. In her session at DevOps Summit, Lori MacVittie, Evangelist for F5 Networks, will focus on how microservices are changing the underlying architectures needed to scale, secure and deliver applications based on highly distributed (micro) services and why that means an expansion into “the network” for DevOps.
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it's a mix of architectural styles ...
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo – to be held June 9-11, 2015, at the Javits Center in New York City, NY – is now accepting Hackathon proposals. Hackathon sponsorship benefits include general brand exposure and increasing engagement with the developer ecosystem. At Cloud Expo 2014 Silicon Valley, IBM held the Bluemix Developer Playground on November 5 and ElasticBox held the DevOps Hackathon on November 6. Both events took place on the expo floor. The Bluemix Developer Playground, for developers of all levels, highlighted the ease of use of...
We’re no longer looking to the future for the IoT wave. It’s no longer a distant dream but a reality that has arrived. It’s now time to make sure the industry is in alignment to meet the IoT growing pains – cooperate and collaborate as well as innovate. In his session at @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, will examine the key ingredients to IoT success and identify solutions to challenges the industry is facing. The deep industry expertise behind this presentation will provide attendees with a leading edge view of rapidly emerging IoT oppor...
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, examined three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics is e...
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
For years, we’ve relied too heavily on individual network functions or simplistic cloud controllers. However, they are no longer enough for today’s modern cloud data center. Businesses need a comprehensive platform architecture in order to deliver a complete networking suite for IoT environment based on OpenStack. In his session at @ThingsExpo, Dhiraj Sehgal from PLUMgrid will discuss what a holistic networking solution should really entail, and how to build a complete platform that is scalable, secure, agile and automated.
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
Hadoop as a Service (as offered by handful of niche vendors now) is a cloud computing solution that makes medium and large-scale data processing accessible, easy, fast and inexpensive. In his session at Big Data Expo, Kumar Ramamurthy, Vice President and Chief Technologist, EIM & Big Data, at Virtusa, will discuss how this is achieved by eliminating the operational challenges of running Hadoop, so one can focus on business growth. The fragmented Hadoop distribution world and various PaaS solutions that provide a Hadoop flavor either make choices for customers very flexible in the name of opti...
In the consumer IoT, everything is new, and the IT world of bits and bytes holds sway. But industrial and commercial realms encompass operational technology (OT) that has been around for 25 or 50 years. This grittier, pre-IP, more hands-on world has much to gain from Industrial IoT (IIoT) applications and principles. But adding sensors and wireless connectivity won’t work in environments that demand unwavering reliability and performance. In his session at @ThingsExpo, Ron Sege, CEO of Echelon, will discuss how as enterprise IT embraces other IoT-related technology trends, enterprises with i...
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Every day we read jaw-dropping stats on the explosion of data. We allocate significant resources to harness and better understand it. We build businesses around it. But we’ve only just begun. For big payoffs in Big Data, CIOs are turning to cognitive computing. Cognitive computing’s ability to securely extract insights, understand natural language, and get smarter each time it’s used is the next, logical step for Big Data.
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) i...
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!