If you Google the term Hyperlocal, you really don’t get a clear definition of what hyperlocal is. The results provide a lacking Wikipedia entry and one or two blogs about it. This isn’t surprising considering that the majority of people have no idea what the heck hyperlocal means. So what is it? In simple terms, it is the buzz word for location based marketing or news. To further elaborate; let’s look at the following marketing example:
Lets say you are walking around New York City doing some shopping. As you are walking around trying to decide where to spend your hard earned money, you are notified by your mobile phone (through Facebook, Foursquare, Google search, or some other location based mobile app) that there is a special at the Express clothing store you are about to walk by. Chances are your decision is now made. Unless you absolutely loathe the place, you are now more likely to go into Express and take advantage of that special offer from Express. Even if you don’t, you still might be inclined to go in and browse the selection and maybe end up purchasing something or not. Either way, Express benefits from this.
Thats Hyperlocal marketing, real time location based marketing. Receiving notifications of specials for businesses near you at that moment, hoping that the special presented and your proximity to the business will entice you to go spend some money.