When you buy a car, suddenly you start noticing all the other cars that are the same as yours, so much so that you’re convinced that there are more than there were before.
The transition between marketing ‘generally’ and then marketing ‘locally’ is similar. When you’re working in an agency that specialises in Local Marketing, suddenly you wonder how you missed all the stuff going on in the Local Marketing space. It’s so fundamentally obvious that in the battle for relevancy, proximity matters. Everywhere you look, people are talking about local – and not just as an intangible theory, but as an actual ‘thing’.
An actual ‘thing’, you say?
A highlight of the series of Maroon Peugeot 307s is the launch of a new US hyper-local industry trade publication StreetFight a few days ago. They’ve positioned the service as a collection of everything that’s happening in the hyper-local space, including vouchering, check in services, and local news sites. Then there’s the super-massive Patch.com hyper-local news service based in the US run by Arianna Huffington. EveryBlock (US) and StickyBoard (UK) community noticeboards have redesigned and launched respectively. Talk about Local‘s community efforts are ongoing and the Big Society ideas continue to generate meaningful conversation. These are just a few of the bigger things that are going on, but community activities and new ways to use technology to help communities engage are popping up every day. So too are hyper-local, hyper-relevant marketing opportunities.
People continue to have debates about the definition of the words hyper-local, localisation, local marketing… whatever we end up calling it in the history books, we’re part of a shift. The UK’s take on local is a little different to the US’s as pointed out wonderfully by Joni Ayn Alexander, but the main point is the same. It’s a thing.
A thing with big agencies predicting daft numbers like 42.5 billion dollars by 2015.