Translation helps your hyperlocal marketing efforts achieve maximum engagement in the global marketplace.
Hyperlocal marketing involves offering a customer an assortment of local products or services with a focus on your immediate location.
This approach began trending in 2009, and involves a deep focus in a well-defined community. Geofencing is another name for this marketing technique.
This marketing strategy is now a standard that business and marketing companies follow in order to stand out from competitors.
Here’s how local translation services can help you reach your target audience and increase revenue with this marketing strategy.
Hyperlocal Marketing 101
Have you ever received a smartphone notification about a sale or promotion being offered by a nearby establishment? This is an example of hyperlocal marketing.
One of the pioneers of this technique is Taco Bell. Their food-ordering app sends out promotions to customers hyperlocally, in real-time. Following the initial release of the mobile platform, the company experienced an increase of six percent in sales.
“To ensure the food is hot, the order is filled only when a customer is within 500 feet of a Taco Bell and notifies the store that he’ll pick up the food inside or at a drive-thru window—the app includes what’s known as a geofence to determine a user’s location,” explained Craig Giammona from Bloomberg.
Analysts from Pitney Bowes predicted hyperlocal marketing would become the norm for companies of all sizes.
The “Internet of Things” lifestyle, coupled with better access to data analytics, has made the cost of implementing the unconventional marketing strategy more affordable.
Why Hyperlocal Marketing is Effective
An effective hyperlocal marketing strategy starts with messages and notifications. If the user can’t understand the message, you won’t get the sale.
A study from the University of Pennsylvania’s Wharton School by Jonah Berger, professor and author of Contagious: Why Things Catch On, argues customizing language adds emotional value to the message being conveyed, making it more relatable.
Striking emotion in hyperlocal marketing can help businesses guide customers into performing specific desired actions:
- Enter a store
- Make a purchase
- Share a message on social media about the experience
The idea is you’ll have a positive experience and want to tell others about it, and the word of mouth will offer you an even greater return on investment.
Information from the IPA databank backs up this practice through a digital vault of over 1,400 successful advertising campaigns. The group uncovered marketing campaigns filled with emotional content performed almost twice as well (31 percent) as logical content (16 percent).
As the adoption of location-aware apps grows, the potential for growth in hyperlocal mobile advertising will only continue to expand.
Local Translation Services Can Help
Companies will soon start detecting language setting on a smartphone through your apps and target users in their native languages with hyperlocal messages.
Messages can be pre-translated for varying locales and served based on specific geographical, demographic and language needs taking hyperlocalization to new heights.
Boost your hyperlocal marketing campaign success by taking advantage of local translation services.
Contact us today to book a consultation.
Hieroglyphs to Microchips: A Brief History of Translation
The history of translation has nothing to do with a revolution; it’s an ongoing evolution. Here's how we g...
How to get Hired (and Hired Again): Advice for Linguists
In the past several years I have hired lots of translators. While many of them continue to work with us fo...