January 12, 2012
Hyperlocal Becoming a Reality
Hyperlocal is defined by place and time – and these same factors are the key to relevance for much of the mobile experience. When it comes to content and marketing on the mobile phone, where someone is and when they are there is highly predictive of what a consumer will be interested in. Now with the advent of opt-in geofences and other location-based techniques, merchants can deliver hyper-relevant marketing tailored to an individual in real time within a neighborhood or even a few blocks, not just at the metro level. For local businesses, this means that they finally have a method for reaching consumers nearby who are in a mindset to make a purchase.
Mashable today covers this trend and mentions ValueText, the program that Placecast and DDR are doing to enable local merchants and national brands to deliver offers to consumers when they enter a shopping center. You can read the full story here: http://mashable.com/2012/01/12/solomo-hyperlocal-search/
