There has been a lot of talk recently in the marketing world about a new concept: hyperlocal marketing technology. Hyperlocal marketing uses the GPS feature and a mobile app on your smartphone to send targeted messages from a nearby franchise. The marketing is hyperlocal because the messages are for a small, specific area. This specific area can be specified through setting virtual perimeters around a specific location, an action referred to as “geofenching”.

Geofencing technology allows businesses to track when customers enter a defined area nearby their location through the GPS software on a person’s smartphone.

This technology means big things for a franchise.

Say you’re a Papa Murphy’s franchise in the Charleston,SC area. You can set up specific perimeters around your location so that when someone enters your virtual “fence”, you can send that discounted pizza coupon directly to them via their mobile phone. As they are within say one mile of your business, they will receive an alert on their phone with the pizza coupon and, hopefully, stop in at your shop. The key here is that these are also customers who have opted-in to receive offers; therefore, you are reaching a market of people who are already interested in special deals and offers.

The rapid growth of smartphone technology has delivered an entirely new platform to marketers. Businesses are now reaching customers in ways never thought possible in the past. How can this be translated to your business?

What are your opinions on hyperlocal marketing? Do you think that this could lead to an overflow of information to customers, causing them to become disenchanted, or is it an effective marketing tool that has an ever-growing presence in our future?