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Embracing the Digital Demands of Hyperlocal Marketing

Adit Abhyankar
Feb 3, 2022

This article was originally published in full by AdWeek on February 3, 2022.

Today’s consumers have come to rely on geolocation-advised advertising to make their lives easier, whether it’s for necessity, like finding a nearby petrol station quickly -  or convenience, like confirming selection availability before traveling to the store -  or time-savings and choice, like knowing your options for food delivery nearby. No wonder, then, that the hyperlocal services market is estimated to reach $3.6 trillion by 2027, growing 17.9% from 2021. Even with a post-pandemic return to normalcy, the consumer trend toward localism is expected to persist due to a rise in the conscious consumer, seeking authentic, locally and sustainably-made products that support local businesses.

McKinsey calls out localized purchasing in their analysis of six major post-COVID shifts in consumer behavior, and highlights new approaches required to take advantage of this trend:

“Managing this hyperlocal activity and engagement will require marketers to rewire their operating model to provide a more granular presence at scale. This approach will need to build on many of the capabilities developed around personalization (particularly analytics, trigger-based messaging, and agile test-and-learn approaches)...”

Read the full article on AdWeek.

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