the three unspoken truths of hyper local media

three

unspoken

truths of

HyperLocal

Media

CONSUMERs

| Awareness | Experience | Demand

CO

NS

UM

ER Chicken & Egg: No

compelling event/ experience is driving consumer/retailer adoption. • Hyperlocal niche is stuck in

neutral

• There’s more intrigue around Instagram & Local Search

• Pokemon Go is the first location app to grab consumer attention

CO

NS

UM

ER Hyperlocal is

one habit too far for the average social consumer • Consumers are still busy

digesting Facebook as first course - It’s just too soon.

• When the time is right Facebook et al will likely be ready to defend & win local

CO

NS

UM

ER Groupon, Uber

& Amazon • Before Pokemon Go, Groupon

was the last exciting thing to happen in hyperlocal, but it didn't serve the retailer.

• Uber is local, but extracts value/profits from the local economy [think “big box” delivery platform]

• Amazon Prime is reducing the need for people to shop local.

CO

NS

UM

ER Fear,

uncertainly & doubt have sent Hyperlocal to the doldrums. • Privacy, Hacking &

Surveillance (Sony, Snowden, Ashley Madison)

CO

NS

UM

ER

Mobile Payment & Smart Watch adoption is minimal.

• No commercial incentive is driving the hyperlocal growth.

Retailers are overwhelmed with choice

Retailers

Re

ta

il

er

Retailers are still getting used to social media.

Re

ta

il

er What’s next?

Fragmented Priorities: • Ad Buying • Automation/

ReMarketing • Loyalty/Beacons • Digital Signage

Re

ta

il

er The real

HyperLocal Platform battles have yet to begin • Many have tried & failed

so far including Patch, EveryBlock, Backfence, & Placeblogger

• Many now look/feel old: Craig’s list, Yelp

Re

ta

il

er Big Box / Local

Retailer Gap • Big box: got skills,

but lack truly local content/passion

• Local Niche Retailers: unique content/passion - lack people/knowhow

Re

ta

il

er

Lack of a compelling cross-vendor [unified] “consumer experience” • Requires many small venues to

create a compelling consumer experience.

• Mass adoption by niche vendors is a long way off [Proof of value lies with big box in interim]

| Fragmentation | Adoption | Integration

Technology

Te

ch

no

lo

gy Mobile

Strategies: Diffusion: Low Fragmentation:High

• No retailer/brand leadership. Lack of big wins is slowing consumers/retail adoption.

• Mobile/platform fragmentation is big source of confusion:

• OS/Phones/Apps vs Web

Te

ch

no

lo

gy

Online/Offline integration is the big hurdle • Physical Delivery vs

Digital Delivery are two distinct problems.

• When friction is removed magic will happen.

Te

ch

no

lo

gy Platform

Winners May Never Emerge

• Incumbents will ignore/copy/acquire/blur/deny

• FaceBook/Google,Twitter, Yelp, AirBnb, Etsy, Instagram etc

• Contenders will likely emerge in remote markets: China, India

Te

ch

no

lo

gy Hyperlocal is

still a big ticket item for retailers

• Geo-Fencing • Loyalty

Programs • Push

Messaging

Te

ch

no

lo

gy

Mobile Armageddon Happened, Now What?

• Customer acquisition & the awareness of moments is low

• Mobile Payment & moment tracking is in infancy.

• Experiment Mode: (4SQ, Groupon, Starbucks, Stripe)

AV

I L

AM

BE

RT

• @AviLambert is the founder & CEO of Photonic PR, a marketing and business development firm.

• His agency offers local marketing and specializes in the design, development and management of local business models for enterprises and small and medium businesses.

• Thought leadership and writing in the space around marketing and public relations has led to a deep understanding and fascination with local marketing technologies, including NFC, Bluetooth, and RFID.

• Successful projects have repositioned established businesses to scale with geo-local initiatives.

• @nickkellet is a tech entrepreneur with longstanding fascination for hyperlocal.

• His BI Segmentation startup sold to BOBJ in ’99 (now SAP).

• Nick’s board game sold 90k copies , winning many awards including a Spiel des Jahres prize.

• As co-founder of Listly he has a deep understanding of paid, owned, earned & shared media.

• He’s currently exploring a fresh take on hyperlocal.N

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