Will Hyperlocal Dominate Mobile Marketing in 2014?

Posted by | December 26, 2013 | Hyperlocal | No Comments
27-12-2013 | Vocus | Brian Conlin

Of 2014’s mobile marketing spend, more than half (51.7 percent) will go toward hyperlocal marketing, said Rick Robinson of Street Fight, a hyperlocal media, events and research company, at MoDevEast 2013.
With 133.7 million smartphone users and counting, marketers have never had a better opportunity to reach the customers they want at the most opportune places and times. Here are some hyperlocal marketing tactics that will likely pick up steam in 2014 and beyond.

Geo-fencing

Ring-fencing

Using this method, marketers can draw a virtual fence around a certain area and deliver a message, discount or some other opportunity to prospects who enter the area and have a particular app open.
Having the ability to contact someone within a specific area of a mall or store allows marketers to do more precise targeting with its content and discount offers.

Place targeting

This method allows marketers to reach everyone attending a specific event. For example, if people pack a stadium for a concert, everyone who has a particular app will receive a message to download the band’s new album.

Grid fencing

This method works similarly to ring-fencing except it also allows marketers to contact people based on specified demographics. For example, a marketer could target 20-somethings within a 10-block radius of a brick-and-mortar store.

Conquesting

A variation of ring-fencing where marketers attempt to lure customers who enter a competitor’s store with an offer or discount.
For what it’s worth, data hasn’t yet proven the effectiveness of this technique for marketers. The video below, though, shows a shoe company seemingly happy with the results.

See more examples