A hyperlocalized mobile marketing strategy engages customers in the moment

By Becky Lawlor, on


Customers are a demanding bunch — they expect personalized mobile experiences delivered to them at the exact moment they want them. If you can’t meet those demands, you’re not likely to get or hold their attention.

Though executing such a granular customer experience was once difficult, it’s now possible to know the physical location of your customers. Incorporating this ability into your mobile marketing strategy is necessary if you’re looking to build brand loyalty and gain a competitive advantage.

How does hyperlocalized marketing work?

Hyperlocalized marketing targets customers in an extremely specific geographic location, such as a block away from a restaurant or even inside a store. This type of targeted marketing is possible through mobile devices and applications that use GPS, wifi and IMEI numbers to pinpoint a customer’s location.

Once advertisers know where a customer is, they can engage with the customer in a more personalized, relevant way based on location. For example, when a customer enters a retail store and accesses the store’s app, it can use the GPS information on the user’s phone to recognize that the customer is physically in the retailer’s store. From there, the app can push out coupons to the customer in order to spur a purchase.

Why hyperlocalized marketing is essential to a mobile marketing strategy

Meanwhile, it’s also clear that physical stores — where 90 percent of all retail sales are transacted, according to A.T. Kearney — could do more to drive higher sales . A Forbes executive noted in Luxury Daily that though 64 percent of retailers believe they are successful in providing an overall seamless shopping experience, only 45 percent think positively of their retail experience within the last thousand feet of stores.

Hyperlocalized mobile marketing helps marketers not only reach customers in a highly personalized manner that elevates their brand above the digital noise, but also allows marketers to close the gap between the digital and physical shopping experiences. This engages customers within those last thousand feet, bringing them into the store and spurring spending.

Hyperlocalized marketing isn’t only about location

Simply knowing a customer’s location isn’t enough to deliver the types of relevant, engaging and personalized experiences your customers want. Other data you collect, such as previous shopping habits and demographics, play an equally important role in making your hyperlocalized mobile marketing effective.

For example, knowing a customer is a block from your restaurant may be useful, but only if your message is relevant. Telling a mother with two young kids that your restaurant has a lunchtime happy hour may not be appealing, whereas sending her a coupon for a free kids’ meal may get her in the door.

Effectively executing a hyperlocalized marketing strategy can be like finding a pot of gold at the end of a rainbow, but only if it’s executed with data, analytics and geolocation technology.

Incorporating hyperlocalized strategies into your overall mobile marketing strategy will help better align your advertising with customer activity, driving deeper engagement and better results.

About The Author

Becky Lawlor

Technology Writer

Becky Lawlor is a freelance technology writer specializing in mobility, cloud computing, unified communications and collaboration solutions. She develops and writes content that helps technology buyers understand and evaluate technology solutions, modernize their IT infrastructure and solve business problems.

Articles by Becky Lawlor
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