From local to hyperlocal
With the wide penetration of smartphones worldwide, better connectivity and the highly social nature or our online activities, the Web has shifted from being a tool to communicate and connect with communities and customers globally, to being a highly local tool to reach very specific communities and audiences.
While in its early years the Web was seen as a way to connect people around the globe despite geographical and time barriers, the past few years have been all about going back to the local scale - whether for search, advertising, shopping... Of course, the boom of social networks and the wide adoption of mobile devices have anything but amplified the local frenzy - SoLoMo. The local ad revenue is growing very fast and a lot of new technologies like NFC, QR codes or geofencing allow for new applications and the development of innovative local strategies each day, especially thanks to smartphones.
From Local to Hyper Local
Over the past year, a growing number of startups have also concentrated their efforts on building platforms or services for hyperlocal services markets as small as the neighborhood. A lot of actors hence aim at using social networks and apps to connect people to hyperlocal businesses and communities. Aside from allowing for extremely precise targeting, it also tends to boost local small businesses, and some actors even claim that SoLoMo can bring a new form of hyperlocal economy. Overall, the trend today is to favor a "glocal" approach by thinking global while keeping in mind local issues or specificities.
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