What do merchants want in a hyperlocal ad campaign? In our interviews with more than 50 local business owners across the U.S., there were some clear answers: first and foremost, they want to drive new customers into their businesses. Geographic targeting delivers customers who are most ready to buy.
“We know, especially when people are down toward the purchase funnel, the location-targeted information becomes more relevant to them. So the closer they are to the last mile, the more relevant a location-specific deal or offer becomes,” notes Noah Elkin, an analyst at eMarketer who spoke to us for the white paper “The Local Merchant: Inside the Minds and Motivations of the Business Owners Driving a $43 Billion Advertising Market.”
In a 2011 study, JiWire found that 66% of consumers preferred to make purchases within a five mile radius of where they were.
How can hyperlocals help local merchants win these customers’ business? By helping them create cost-effective campaigns that go far in getting customers in the door — but not too many. By educating the merchants’ staff on how to redeem deals and use LBS technology. And by helping them gather data that can be used to re-market to those new customers.
In “The Local Merchant: Inside the Minds and Motivations of the Business Owners Driving a $43 Billion Advertising Market,” hear directly from business owners about what drives their marketing needs; their experiences with hyperlocal campaigns; and discover strategies that work. Click here for more information.