Hyper-Local Marketing with WHERE
WHERE is a leading location-based smart phone application in that connects users with information about their local area including the closest and cheapest gas, traffic updates, movie show times, hottest restaurants, and nearest Starbucks.
In chatting with Jerry King, COO of WHERE, it is clear that the future of marketing will be hyper-local and super-targeted. People have been talking about this for a while now, and WHERE is delivering the goods.
In addition to the immediate location-based information that WHERE provides, their new Spotlight ads are used to drive consumers into local businesses and have higher click-through rates than banner ads. “Generic display ads just don’t work,” says King. “Providing contextual ads and offers is the benefit of being mobile and local – like delivering the offer for $1 beers from the pub down the street.”
And consumers really want relevant, useful data. Users “love the Starbucks capability and use it all day long.” In fact, WHERE is successful and growing. Not only due to a very powerful platform offering, but they have a successful formula of 24×7 customer service, excellent carrier relations and the ability to listen to and integrate customer feedback.
“WHERE is a local portal with the content people expect in one place and users are giving the feedback to refine it. WHERE provides what consumers want – they don’t need multiple applications on their phone when they can find what they are looking for in one.”
What are the insights for businesses looking to leverage location-based marketing?
- Users really want the relevant, useful data that location-based utilities can provide. Make the effort to think through how your business/brand is experienced on a local level
- Analyze your target audience behavior and explore the growing variety of mobile app/advertising opportunities to reach them when they are out and about and searching for contextual information
- Listen to and leverage consumer feedback. Proactively collect consumer data via email and social media-like feedback mechanisms (the WHERE Wall is an open forum for consumers to voice their thoughts)
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Heather is a Boston-based, very mobile marketing strategist. After working for 15+ years for global marketing agencies & brands she started consulting with fast-growth start-ups and became enamored with the transformation made possible by mobile innovation. Now she helps companies integrate mobile strategy into their marketing mix. Interests include managing her iPhone addiction, travel and adrenaline-inducing sports.
On average, the top local newspaper Web sites reached 19.5 percent of a citys active Internet audience across the top 10 local markets. Advertising
It will be interesting to see whether hyperlocal advertising will reinforce brand marketing/engagement or contradict/counter it. In other words, will lowest price rule the day or will branded coupons further increase the propensity to stay loyal to the brand?
I really liked your blog! good stuff!