On June 21st, Didit CEO Kevin Lee moderated a diverse panel titled “Hyperlocal Marketing for Brands — What’s Working Now?” that brought together several marketers exploring opportunities using hyperlocal targeting. Participants include Adi Pal, Founder, Mash + Grape, a “bricks to clicks” wine and spirits retailer, Jake Davidow, Media Buyer for JP Morgan Chase, and Belén Aranda-Alvarado, Director of Digital Marketing and E-commerce, at The Wildlife Conservation Society. The panel was hosted by StreetFightMag.com, a media organization whose mission statement is to “follow the dynamic disruption taking place in the local marketing ecosystem.”
The power of layering location data on top of other marketing data was stressed by all the panel participants. “Location as a signal of the moment that somebody is in and the mindset that they’re in is very exciting,” said Mr. Davidow. “So much of advertising is really just broadcasting, getting your message in front of people when they’re not in the moment, and there’s a lot of clutter. What location does it allows you to talk to somebody whilst they’re trying to solve a problem.”
Other hot topics discussed include app strategy, the use of location-specific promotional codes, and the resurgence – within a hyperlocal context — of marketing channels once thought of as “old school.” Ms. Aranda-Alvarado observed that while apps play an important role in her organization’s marketing plans, email remains a vital, relevant channel. Mr. Lee noted that direct mail – when overlaid with digital data, including personalized URLs and promo codes, can be transformed into a virtually “friction free” marketing channel delivering materially superior conversion rates.
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