Small Things Matter!
Small is the new big. The world right now is smaller than ever. One small local village. One native influencer. One tiny street shop.
Consumers don’t like to look far and long for products and services, they like to be found. Consumers don’t want aggregated messaging, they want accurate and relevant personalisation. The term “hyperlocal” is thus born.
As businesses get bigger and consumers get fragmented, the need to be striking local conversations and audiences, has never been greater. Every few kilometres in India, the cultural nuances change, which means that the same product can mean something entirely different to even those who live in the same city. Being hyperlocal is highly specific, geographically restricted area, sometimes just to a street or a locality only.
Though hyperlocal is not really a new concept, it has been around for ages. Interesting fact: The purest form of hyperlocal targeting was the White and Yellow pages for B2B and B2C respectively. Or even Justdial that disrupted the classifieds business by offering local search down to the barber shop in the lane adjacent to your home.
It is a myth that hyperlocal targeting is only efficient for small or startup businesses, it can be one of the most effective means of customer acquisition in qualified audiences for larger companies too. Hyperlocal is a form of super targeting- be it in marketing, via influencers or for last mile connect to your consumers.
One brand that did some stellar work in hyperlocal marketing in the recent times is Spotify. The hyper contextual campaign 'There’s a playlist for that’ cleverly used cultural nuances or commonly occurring situations in life like stuck in traffic to throw up a playlist aptly depicting that emotion or mood. It created what I call ‘music for the moment’ engaging the listener & adding to the retention.
Hyperlocal targeting can also connect many constituents in an ecosystem. The hyperlocal & data driven ‘Not Just Cadbury Ad’ campaign used AI to cue the local jeweler or gift shop amidst Diwali festivities based on geo-targeting; more meaningful as it gave a helping hand to the small, local retailers during the pandemic.
Marketeers can also reach targeted audiences through hyperlocal influencers. They have a following of less than 5000 on social media. It is the intimacy with a small following that makes them so effective! The official term for such influencers is nano-influencers. (yes look for them around you as this could be your co-worker or your hair stylist too)
Next comes the need for local and time-sensitive delivery to the consumers. To address this need, Swiggy has evolved from being a food delivery partner to a hyperlocal marketplace. A brand that showed a great degree of agility in establishing a direct to consumer business (D2C) is Epigamia during the time that its offline stores footfalls were impacted. The digital store front expanded its reach amongst customers who mattered the most!
#KPoint #HyperlocalTargeting #TheAgeofNanoInfluencers
Senior Vice President Business Development
3 年So True. We can't have one national campaign or business model. Local insights need to inform localised communication.Data analytics and AI enable mining of local insights.Those who do not latch onto this trend possibly risk alienating the customisation loving consumer ?
CEO-IWB Consultants Pte Ltd. Consultant- A*STAR, Consultant- Verlinvest Asia, Director- Drums Food International, Consultant-Float Foods(Singapore).
3 年It is a rapidly growing concept that small agile players are rapidly adopting. We at A*STAR Singapore have done some very interesting work on Next Generation Hyper Personalisation. In fact if you or your representative visit us, we can demonstrate how a single personalised batch can be produced on a fully automated line that is end to end connected using I4.0 manufacturing principles. I sense that the legacy manufacturing systems in large companies are holding back the rapid progression of Hyper-personalisation that the smaller agile players are lapping up in CPG Industry.