Effectiveness of hyperlocal marketing for smartphone users

Abstract

The purpose of our study through this paper his to analyse the effectiveness of Hyperlocal marketing and Ad campaigns on smartphone users. We tried to understand how different hyperlocal marketing techniques are being perceived by different sections of users in different scenarios and whether they achieve intended result as expected by the marketer in first place. To achieve this objective, we undertook a market research study by floating a survey to analyse the usage habits of smartphones by people for conducting different activities related to shopping, and tried to gauge their reaction to different marketing messages by presenting them different scenarios with varying level of usefulness and intrusiveness. We also tried to gauge the levels of acceptance demonstrated by different user segments based on location-based marketing messages and amount of personal information they are willing to give in exchange of getting location-based discounts and promotion. Through our research, we found that inside our survey population mobile phone usage was way above Indian standards and there is a high correlation between smartphone usage and checking rating and reviews. And most of them are also using mobile phones inside physical stores to finding information regarding current deals checking ratings and reviews. So we have been able to establish the event of showrooming inside retail stores and came to conclusion that it’s a good marketing strategy to run personalised campaigns inside the store. Personalised selling mediums (such as use of beacons) inside physical stores can be a good channel to reach out to customers.