Hypermarketing: Right Person, Right Message, Right Time, Right Device
The value of time and space
When you pick up your smart phone and search for Chinese food. You may not be surprised to see a list of the closest Chinese food places to you with phone numbers, addresses and ratings. Now check the news, you may find a few links of events happening right near your location, or near your hometown.
Marketing has always been about segmentation, targeting and positioning. In other words, finding the right person, delivering the right message, at the right time, and to the right device. With digital marketing becoming more powerful and data becoming more available and specific, marketing teams have the tools to pinpoint their target market even further and at a faster rate. That’s where Hypermarketing comes in.
Content value measured by a consumer is based off time and space, the higher each of these values (faster and more direct content, respectively) the more value is perceived by the consumer. With effective Hypermarketing, the time and space should translate to the highest value possible for the consumer.
Where does Hypermarketing come from?
Hyperlocal tactics have been used by journalists since the popularization of print and newspapers. In these cases, the journalists focused directly on the concerns of the market they were reaching, which in some cases can be a small town or a community. Hyperlocal tactics pinpoint their targets within a community to give them local news, offers, and information because that information is what is most relevant to the residents.
Hypermarketing uses the same general idea, but with consumer data off the web (social media, search engines, etc.). This allows the company to leverage data to find the audience they can market to — the most efficiently. This in turn can save a business a lot of money (which is why this method is a popular choice for small to medium sized businesses).
Social media has offered an immense amount of data for marketers. Facebook and Twitter searches can be worded so you can find exactly what people need and want in a particular area. Imagine you are a landscaper, looking for people that need help tending their properties. A simple twitter search with the location you’re looking for and landscaping keywords may bring up tweets like, “I don’t have time to pull weeds!” These can be responded to with a short pitch of your business and can result in a new client.
Is Hypermarketing necessary?
A business may not want to use Hypermarketing because it can seem daunting and time consuming. This is true, you will need to keep up with your searches and clients. You’ll need to learn new ways to take data and use it to engage with your target markets. However, Hypermarketing will teach you more about your customers on a more local and personal level. See what your customers in your area tweet about, or post about. Keep up with popular trends within your target group’s location and consider using it to expand to new markets. It could be possible that the clients you pull weeds, and mow lawns for need someone to plow their snow for the winter. There may be a new avenue for your business.
When it comes to Hypermarketing in a financial sense, it is extremely cost-effective. Instead of running national ad campaigns, you can use Hypermarketing to start low-cost campaigns that can help spread the word of your business. You can offer contests or discounts to those who tweet or mention your business on different social media platforms. This can spread the word to other potential customers with the same interests in the area and be much more beneficial to your business growth.
How else can you use Hypermarketing?
Use Hypermarketing as a way to write beautiful and meaningful content. With all this available data, you want to use it to understand and listen to your customers. See what they’re talking about and give them relevant content that may help them learn more about that subject. Identify any issues that you can resolve and write content that solves those issues. You may be writing this for your hypermarketed target group, however, others may be searching for these same answers and stumble across your business. These readers may become loyal customers and that’s what Hypermarketing your content is all about.
To learn more about Hypermarketing and how to apply it to your business, visit http://www.hudsonvalleymedia.com or give us a call at 845.202.7087.
Special to Hudson Valley Public Relations, Dan Agudelo Content Marketing Manager HVPR