Point of View: Going hyper-local

Not surprisingly, the digitisation of local and place-based media, and the increasing availability of mobile media, are spawning a new science of marketing that focuses on hyper-local, rather than global, consumer behaviour.

Going hyper-local

Joe Mandese

'Think global, act local' has been the mantra for global marketers for some time, but it's also becoming an important rule of thumb for digital marketers. With the exception of e-commerce, most consumer buying decisions are...

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