Hyperlocal marketing is the process of targeting prospective customers in a highly specific, geographically restricted area, sometimes just a few blocks or streets away. Hyperlocal marketing is a buzzword gaining prominence because businesses of all sizes are seeing the benefits of local and time-sensitive marketing. It is also considered as super targeted and niche marketing.

1. HYPER LOCAL TARGETING
Compiled by: Kiran Mandrawadkar | 9886 733 833

2. Hyperlocal Marketing
The process of targeting prospective customers in a highly specific,
geographically restricted area, sometimes just a few blocks or streets
away.
Hyperlocal marketing is a buzzword gaining prominence because
businesses of all sizes are seeing the benefits of local and time-sensitive
marketing.
It is also considered as super targeted and niche marketing.

3. Hyperlocal marketing empowers small
businesses to focus on a smaller number of
shoppers within a very specific area.
This makes the marketing effort much easier
to implement, personalize and measurable.
This technology also reduces advertising and
promotion cost due to its specific targeting
capability.

4. Before the Internet, TV and Radio, Hyperlocal
marketing was the only advertising method available.
Local merchants had to advertise locally to survive.
This form of marketing was very popular in 2009.
It is a system of marketing focused on a well-defined
area within the local community.

5. Hyperlocal can be targeted in multiple ways.
Today we have the internet and everyone is
online including local communities.
Targeting them through mobile devices and
applications powered by the internet is very
convenient and cost-effective.
The ROI factor is much higher compared to
other forms of advertising.
GPS, Wi-Fi and IMEI numbers can be used in
hyper-local marketing to target mobile
devices by specific location.

6. The primary purpose of hyperlocal marketing is to drive foot
traffic to physical locations and capitalize on near-me searches,
which have strong commercial intent.
Near-me searches have become immensely popular in recent
years. Accordingly, to the latest data released by Google, near-me
searches grew in volume by almost 130% year on year.

7. Many internet users today expect local search results over wider
results during their search effort even when they do not explicitly
state they are looking for local results.
Many users now expect Google to automatically take their location
into account when serving results.
It represents a shift in consumer attitudes towards real-time geo-
location tracking and how location data can be used to provide more
relevant, accurate results for a wide range of search queries.

8. Today search technology is changing and it’s also affecting the way
we search online for our needs.
We have reached an era where consumer behavior shaping search
technology.
We identified “research online, purchase offline” also known as
ROPO as one of the biggest e-commerce trends to watch this year,
and this will likely drive further interest in and demand for locally
focused search results over time.

9. The widespread adoption of smartphone
and Google’s heightened emphasis on
local search have made hyper-local
marketing a very effective way of
attracting new customers to physical
stores.

10. With regards to hyper-local marketing,
reviews, and customer testimonials are
the most effective tool at the disposal of
users.
Customer reviews are believed to be one
of the most important ranking signals in
local SEO, which makes them crucially
important if anyone is going the hyper-
local route.
Review signals account for approximately
13% of how Google decides to do display
local search in the local pack results, the
small list of businesses displayed beneath
the maps result in some searches.

11. The proximity – the distance between the user and a local business
is also considered during rankings.
However, this is where things get a little complicated.
Sometimes, it appears that Google prefers to serve users local
results in the cluster if possible even if other more relevant
businesses are closer to the user’s physical location at the time of
the search.
However, it’s true all the time.
Occasionally Google will display a shorter local pack of results with
only two businesses listed rather than three – if the location of a
relevant business is determined to be too far from the user, even if
more business is located within the proximity of the searcher.

12. Hyperlocal marketing and advertising play a
critical role in creating targeted campaigns.
In addition, customers will respond better
when they feel connected to your
advertisements.
As a result, it drives both growth and an ROI.
Once need to think outside the box but the pay-
off is worth it – especially if local businesses
want to improve their local client base.

13. Kiran Mandrawadkar | Director – Digital Solutions | +91 9886 733 833 | Disha Communications