Is Locally-Focused Marketing the Next Trend in Content Marketing?
March 12, 2015 | Contributed by: Nick Rojas
Perhaps no better marketing term describes our current digital age better than hyperlocal, which is fast and nearby. Speaking of nearby, 91% of mobile users have their handheld device within arm’s reach at all times, and 75% of Americans admit to taking their smartphone with them into the bathroom. This omnipresent device is a marketer’s dream come true.
With the explosive use of these handheld mobile devices – The Wall Street Daily calls it “the biggest tech trend ever” – locally-focused marketing is simply the logical choice. Consider some more of these eye-opening statistics:
- Of consumers who search for a local business on their handheld device, 88% of them will go there within 24 hours;
- In the future, 11% of businesses will be hiring a social media manager as the newest addition to their workforce to promote their brand on these platforms;
- Mobile coupons get ten times the redemption rate of traditional ones, both online and off, and mobile advertisements get three times the clicks.
When it comes to coupons, 95% of consumers open text messages containing these special offers within five minutes of receiving them and 22% of people share them with friends. What other type of marketing can boast these impressive figures?
Let’s look at how location-based apps and mobile marketing are taking off in the real world.
The Ritz-Carlton Goes Mobile
At first, The Ritz-Carlton, was slow to embrace mobile, but they made up for it in 2012 when they rolled out a mobile app that really speaks volumes to their guests. They have created a customer experience for each phase of a trip, from planning to booking, checkout and more. It delivers local information on nearby restaurants, travel tips, local tours and hotel specific information using the GPS location of where the hotel guest is staying. Some other robust features include:
- Destination and local landmark information;
- Foursquare social media integration with global recommendations from a Ritz-Carlton concierge posted weekly;
- Management of their Ritz-Carlton Rewards program account information;
- Scanning QR codes reveal facts, trivia and special insights, like wine pairings and access to the resort’s activity calendar.
Mobile Goes Down The Aisle With Style
According to The Huffington Post, from a survey conducted by the everything wedding website, The Knot, the average cost for a wedding has risen to $30,000 and is still climbing, even though trends in casual weddings are still in vogue.
Carley Roney, co-founder of The Knot, released a statement in conjunction with the rising costs of nuptials, “Couples are more focused than ever on creating a unique, personalized, once-in-a-lifetime experience for their guests — plus they’re doing so in a modern way, by planning from their smartphones, publicizing details on social media and more.”
She also cited the rising prices of everything from tuxedos to “location fees,” and more. Wedding planners, whether professionals or those betrothed, their families and friends, are using their handheld mobile devices to shop for everything from dresses to the location of wedding sites for the big day.
It’s easy to see how beneficial these mobile apps are for businesses, their guests and users of these handy gadgets. A popular, customer experience and satisfaction acronym for the word “guests,” is to greet, understand, explain, suggest and thank. Mobile does all this and more.