Just the same as everything else in this world marketing is changing, adapting, and evolving. Last month, we saw the social app Instagram take a huge step forward with location-based personalization with its update on the ‘explore’ tab and Place Search. While these updates have yet to roll out past the US, we see that this app is continuously changing to feed the marketing gap, especially for retailers.
Traditional marketing strategies used to be limited to print, broadcast, direct mail, and telephone advertising. But marketing is continuously changing, and new marketing strategies have followed omni-channel consumer use to use a real-time, personalized local-social approach through social networks like Instagram.
Traditional marketing is becoming secondary to newer technologies and innovative strategies. Companies like Verizon and AT&T are providing customers a multi-screen experience with the luxury of local ubiquity. On the flipside, mobile users feel bombarded with invaluable brand content and ads on networks like Facebook and flocked to Instagram to get social.
So, are brands adapting to the movement of local marketing with Instagram?
Instagram has grown at increasing rates since its debut in 2010. The mobile application started off as a free social networking service, increased to over 100 million users in 2012, and over 300 million active users by 2015. And now, marketers must creatively adapt and anticipate the trends of this massive mobile-social audience.
Instagram is an ideal platform for users to post perfectly showcase images that users believe best represent themselves. In some way, the network has become a place for users to express themselves, connect with others, and learn about brands in a more personalized and trustworthy way. And believe it or not, retail marketers can now jump on the local opportunity to secure a its place in the ecosystem.
The huge local marketing potential that Instagram poses will help to feed the local marketing gap. With its growing location API, users can geotag physical brands’ retail locations and learn about places around the world with the tap of a finger. Many popular Instagram users utilize this function often to tag where they eat, where they are, or even where they purchased certain products. Knowing that popular accounts have a huge fan base, local marketers should see this as an opportunity to sponsor local brand advocates to project the most personalized experience.
Business Insider recently interviewed Instagram influencer Danielle Bernstein, known as ‘weworewhat’. Bernstein has nearly 1 million followers, is paid $15,000 per Instagram post, and is raking in an annual income in the mid-six figures. Compared to traditional marketing efforts that target broadly, retailers who work with influencers like this are more capable of creating and driving hyperlocal demand through local influencer engagement. With this mindset, it might actually be more impactful for enterprises to forgo national retail ad campaigns and focus on more cost-efficient local-influencer marketing to boost visibility around store locations. The exposure this type of marketing could far exceed traditional outdated targeting methods.
Retail marketing is evolving, and you must seize the local opportunity to keep up. Having tapped into a whole new local-social market entrance strategy will be necessary to keep ahead of your local competition. Check out the best practices for making local-social count for your brand this guide: