StreetFight reporting:
2012′s rush to capture the hyperlocal audience has begun to wane as
the reality sets in that while the online SMB market is huge and
untapped, it remains hard to get those mom-and-pops to spend money on
newfangled marketing methods. Last year’s intense startup activity has
revealed four trends going into 2013:
–Local no longer revolves around online news sites; channels connecting SMBs to consumers have multiplied
– Banner ads are no longer cost-efficient for SMBs
– Local media needs to retool client relationships, moving from “advertising” to “marketing”
– SMBs must start building brand advocate networks in lieu of advertising
1) Decentralization of local media hubs
Up until now, the online sites of local newspapers (and to a lesser
extent online TV) have been the main media hubs for local communities.
These communities (including arts organizations, civic groups, causes,
and businesses) would route their marketing, advertising, and PR through
these hubs and either hope or pay for publication. These entities are
now shifting to content marketing and social media to publicize their
events, and asking media hubs to link to them. Every tweet or status
update they make points to their content. This newly created local
content will become metatagged, curated and aggregated by a growing set
of community publishers...
2) End of the Local Banner Ad...
3) Replace local media sales forces with ad networks and marketing talent...
4) The building of brand advocate networks...
http://streetfightmag.com/2013/01/03/four-top-hyperlocal-trends-to-watch-in-2013/
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