The earlier approach to marketing at a local level has undergone a paradigm change following the advent of technology and the development of new channels of communication.
According to the Accenture study, ‘Making it Personal’, about 91% of consumers prefer brands with personalized campaigns. Personalization of brand campaigns has been in the market for a while now. Brands have been tailoring their messaging and promotions to groups of consumers who meet specific sets of characteristics.
The hyper-local marketing strategy’s primary purpose is to drive traffic and capitalize on search engines with strong commercial intent. According to ‘Think with Google,’ in the last two years number of people looking to buy products or services close to their vicinity has increased by 500%.
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Game-changing Technology
a combination of automation and dynamic creative optimization (DCO) has shouldered much of the weight. Depending on online behavior, location, brand interaction, and various other factors, the technology serves individuals with very personalized ads or offers. Without this management, marketing campaigns is not an easy task.
While creating a hyper-localized marketing campaign, marketers can follow some effective strategies:
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Understanding Consumer Expectation
Marketing leaders should recognize that providing a superior customer experience is an expected competitive advantage. CMOs must capture new customers and retain existing ones in today’s crowded digital landscape while also maintaining or increasing the share of wallets. Customer experience is becoming even more critical, given that increased globalization offers customers an abundance of choices. According to the Deloitte study ‘Connecting with meaning – Hyper-personalizing the customer’, 97 percent of business leaders said that customer experience management is an essential business strategy for creating loyal and long-lasting customer relationships.
However, brands should use data and analytics to understand their customers and meet and exceed evolving customer expectations. Marketers can also use AI’s power to create authentic interactions and hyper-personalized experiences that customers expect.
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Research Available Data
Customer data was previously collected across outdated and disconnected systems, and it was limited to call centers and point-of-sale. However, increased digitization, coupled with advanced data technologies, allows organizations to use their proprietary and third-party data to create detailed pictures of customers and better understand their preferences and behaviors.
CMOs can take advantage of AI-powered marketing technologies to gain vast amounts of information in real-time. They can make insight-driven decisions on the types of interactions with each customer through all this information. Businesses should effectively use available data and AI technology to accelerate results and offer hyper-personalized experiences to attract loyal customers. throughout the customer journey and generating new industry-specific levels, customer insights and action AI technology can be embedded.
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Retargeting old Customers:
Those customers who have shown interest in the brand’s products previously and even visited the sites earlier can be retargeted through regular SMS or email campaigns that carry compelling promotional offers to get them back. This form of audience targeting can also be defined in terms of demographics and psychographics, including gender, age, interests, and hobbies, among others.
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