Tuesday, May 29, 2018

How to Provide Hyperlocal Mobile Experiences

Have you noticed your search behavior changing? In the past, you might search for “best pizza in New York City” or “mechanic in Indianapolis,” but now, most searches have ditched the location specification. We assume our phones will automatically take our location into account. For brands today, engaging consumers through their mobile devices is valuable since more than 75 percent of searches are done on mobile. This trend isn’t just a phase–it’s the new tablestakes for marketing. So much so, that it already has a name: Hyperlocal marketing. If brands are able to shift their marketing approach to include the local community of the consumer, they can ensure a truly personalized experience.

Hyperlocal Marketing: What is it?
Hyperlocal Marketing is, put simply, marketing based on geography. It’s a trend that plays off of the consumer’s desire to be alerted when certain sales and events are happening in their local community. It’s no longer enough to provide an all-encompassing mobile landing page that forces the user to wade through content in order to find location-specific information; Today’s “I-want-to-go” consumers no longer want location-specific experiences, they expect them.

Why We Should Shift to Hyperlocal Marketing
Hyperlocal marketing truly is the future of mobile experiences, and it’s crucial for marketers to stay on top of the local consumers’ needs. For example, if you really want to eat sushi tonight, and you drive to your favorite restaurant only to find that the wait time is over an hour, odds are your first move will be to pull out your phone and search for “sushi near me” to find another restaurant nearby. The goal of hyperlocal marketing is to cash in on “near me” searches that have seen staggering growth over the past few years. Here are a couple of great examples of brands using hyperlocal marketing and seeing some great results:

  • Taco Bell promoted its Taco 12-pack–a product perfect for game-day parties–through the Waze App throughout the fall football season. Once in the app, if someone clicked on the advertisement, Waze immediately provided directions to the nearest Taco Bell location for a seamless experience with minimal interruption.
  • Cadbury designed a series of localized Snapchat filters that were used to target 16-24 year-olds in order to influence them to revisit the tastes and preferences they had during their chocolate-filled youth. Cadbury’s efforts paid off when the first of three Snapchat filters was viewed 9 million times, smashing the goal of 3.3 million views per filter!

PWAs Can Maximize Hyperlocal Marketing
Nowadays, native mobile apps aren’t the answer. If consumers want in-the-moment, hyperlocalized experiences, they’re not going to take the time to search for and download an app. Instead, we need to start building mobile experiences that are easily accessible, searchable, and shareable – look no further than progressive web apps (PWAs). PWAs can tie in geo-location to reliably allow businesses to tailor their marketing based on a location.

As consumers continue to crave more personalized experiences and hyperlocal marketing continues to be at the forefront of marketing trends, PWAs are an awesome option to add value to marketing campaigns and ensure a truly hyperlocal experience.