Where’s The Emphasis On Hyperlocal Mobile Marketing?

While we all understand the benefits of mobile marketing on a large-scale, why then does the concept of hyperlocal mobile marketing seem to always get lost in the mix? I live in a small town, filled with small businesses and business-owners locked in to legacy ideals when it comes to marketing.  The thought of targeting …   Read More

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Analyzing the DataWhile we all understand the benefits of mobile marketing on a large-scale, why then does the concept of hyperlocal mobile marketing seem to always get lost in the mix?

I live in a small town, filled with small businesses and business-owners locked in to legacy ideals when it comes to marketing.  The thought of targeting customers via mobile devices is a concept that many scratch their heads about when planning their marketing strategy, and usually go back to old-time techniques when finally executing that strategy.

For those located outside the tech-savvy regions of the US, where mobile marketing is deemed the “frontier of marketing innovation,” the concept is still largely overlooked by those who can benefit the most from it – small businesses.  While there’s startups trying to bring the new-age ideals of mobile marketing to a hyperlocal level, it remains shrouded in obscurity for most SMB owners.

In large part, I think it all comes down to simplicity.  Cutting through the big words, various platforms and OSs, techniques and methods associated with mobile marketing, and instead focusing on the bottom line of using method X to achieve more sales/leads/etc should be emphasized on a hyperlocal level.  If SMBs get confused by the concepts, they’ll return to their so-called tried-and-true marketing methods, which may be easy to understand and implement, but not nearly as effective as a simple mobile strategy would have been.

Simplicity also ties into education of what’s possible in terms of mobile marketing on a hyperlocal level.  Explaining the concepts in their most simplest forms without over-complicating the issue is key to SMBs understanding of what’s possible with the medium.  Most business owners don’t keep up on what’s going on the mobile space, and likely have no idea of what’s possible.  If they do, they’re likely overwhelmed with the complicated nature usually associated with mobile marketing.

Getting back to basics, educating SMBs on the immense potential of the concept without over-complicating things are small steps in bringing widespread adoption of mobile marketing beyond the confines of large enterprises to the primed hyperlocal market.  There’s a long way to go, but a shift in thinking is necessary to make it happen.

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7 comments

  1. Jim

    Couldn't agree more. This is simple stuff. Boy sends text to girl: "meet you at the mall." Done. Business sends text to people who have given him their phone number (which he has asked for): "we have a sale going on right now, etc." Done.

    Anyone can understand this and the power of this. Just drop the lingo and the acronyms, for heaven's sake.

  2. Paul Rosenfeld

    Hi Justin,

    You are right on so many levels. If you get a moment, check out our site at fanminder.com. We’ve put a ton of effort into simplicity and affordability. We come from Intuit so we appreciate the value of making complex things simple to use. When I have some time we should chat about how to get the local small business up and running, I feel like i can write a book about it these days :-)… Best, Paul

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  4. Where’s The Emphasis On Hyperlocal Mobile Marketing?

    […] we all understand the benefits of mobile marketing on a large-scale, why then does the concept of hyperlocal mobile marketing seem to always get lost […]

  5. dan

    Justin,

    Great to hear that! We have focused on the idea of education, we really believe that the more people know the more it can bennifit us and them. That is the goal and how we have looked at our business practice. I am glad we are finally getting people to notice.

    Best
    My Mobile River

  6. Justin

    @Dan- Thanks for comment! Education on both a smaller hyperlocal level as well as large scale is as important as ever. Looks like Mobile River is doing just that, you guys are definitely on the right track. It’s nice to see a provider focus on education rather than simply pushing a product…well done.

  7. Dan

    Justin,
    I agree and think you are awesome for pointing it out. I believe that SBM might be scared of marketing costs and no ROI and the fact that every major agency and company is using it as a buzz word might scare lots away. At mobile river we are trying to change that we want all people but especially SBM to use the mobile technology. It a lot more cost effective then most people think and the ROI is very large. Not only that it takes the guessing out of who your customer is going to be. it eliminates the hard sell and allows you to contact a consumer who wants to be contacted. Mobile marketing when done right is a great and effective way to reach your customers directly to create a longer and reliable relationship with them. Justin you are right in saying that we need to cut out the big company talk and bring down to the SBM level.

    My Mobile River

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