- Capturing the hyperlocal buzz around brands is a critical marketing strategy that has very little online precedent except in sports, which naturally revolves around local teams. Why? Hyperlocal conversations carry more weight and influence because they are intimate. Everybody knows each other or live nearby, and local conversations draw in communities; that’s not true on a national scale.
- Up to now, brands have been considered national products marketed on one branded website. Simply put, brands must consider positioning themselves as local, social products catering to intimate communities of customers. That means extending their presence not only across hundreds of local websites, but also across the social media… by locality.
- Consumer generated commentary will power a new level of social marketing that creates transactions. National brands need to implement new strategies that cater to the local influencers who will be the brands’ key market support constituency. Even a high schooler can be an influencer; imagine how powerful a message like: “it’s Friday night, let’s all meet up at the Landmark Square Pizza Hut at 6:00 so we can make the 8:30 showing of Moneyball at the AMC”. You’ll have AMC and the local restaurants all vying for the attention of these influencers. This is the future of how local businesses will acquire and keep customers.