Category Archives: Merchant

The Local Merchant: Inside the Minds and Motivations of the Business Owners Driving a $43 Billion Advertising Market

The awesome hyperlocal blog, Street Fight has produced a new hyperlocal marketing report called, “The Local Merchant: Inside the Minds and Motivations of the Business Owners Driving a $43 Billion Advertising Market.

The 48-page report contains:

  • Data from hyperlocal merchants and other sources
  • Information about how to use hyperlocal marketing channels effectively
  • Best practices for marketing to local merchants
  • Case studies of hyperlocal marketing campaigns
  • Reviews of platform pitches

Key findings are:

  • Low costs, especially upfront, reign supreme for merchants still moving into this sector
  • A significant learning curve about the the technologies and services exists among a large portion of merchants
  • It is unclear to many whether spending on hyperlocal should be viewed as a marketing expense or as means to direct ROI
  • LBS and hyperlocal sites are more effective marketing channels than traditional daily deals within the last mile
  • Health and personal care sectors are best suited to daily deals, while restaurants find more success in LBS

“The Local Merchant” holds lessons and data for companies marketing to local merchants and for anyone looking to better understand this dynamic area — advertisers of all sizes; media companies and technology companies who have local as a focus; investors who want to better understand the customers of the companies they invest in; and the hyperlocal services and platforms who are pounding the street every day for this business.

You can get the report on the Street Fight web site for $349.