Build On-demand Marketplace using Hyperlocal Strategy
Marketplaces, despite being around for over 25 years now, continue to be one of the most attractive avenues for entrepreneurs. A wide array of industries has emerged during this period but marketplaces are far from obsoleting. The business models though are immensely diverse today compared to those in in late nineties when these digital businesses started to appear. One highly notable development is the emergence of hyperlocal marketplaces.
These area-specific markets identify needs in a relatively small region and provide products and services that commensurate to native requirements. Businesses identify the painpoints and strengths of a small region and customize services accordingly. As a result, customers get the most personalized experience.
Building an on-demand marketplace is one challenge while optimizing it for local niche is another. This article shares strategies that would enable you to adopt a highly successful hyperlocal approach.
Also read: Guide to on-demand marketplace development
The introduction of real-time location services was one major leap toward adopting hyperlocal marketplaces. Consumers search services with “near me” keyword and get the most relevant results close to one’s home.
Filtering the recipients
A generic content for every targeted area in your marketing campaigns would entirely fail regardless of the quality of services because your message would not resonate with the audience.
Instead you need to perform geographic segmentation to identify region specific needs in every targeted market. This segmentation would allow you to optimize mobile apps for hyperlocal search.
For instance, a company of global scale can attract users from a local market by running hyperlocal advertisements on social media. Such ads would be visible only to the people located in the specified area.
Celebrate public events with promotions
Businesses acknowledging and celebrating local events including festivals, exhibitions and sporting activities are far more likely to win users’ trust than the otherwise. When you start your own online marketplace, it is essential to adopt the local cultures and traditions to make quick penetration.
Careem, a ride-hailing company operating in the Middle-East acquired by Uber, won over consumers despite the presence of Uber. The chief reason was the fact that company’s content marketing involves phrases that varied for each region to add local cultural values and languages.
For instance, its slogan “Let’s Go” appears as “Yalla” and “Chalo”, the Arabic and Urdu language words for the slogan. However, Uber would stick to the same content irrespective of the local cultures and languages.
Careem resonated with the local audience in even the smallest of its markets so well that Uber ended up acquiring it for a hefty $3.1 billion. Uber also reciprocated with introducing hyperlocal services including three-wheeler popular in many South Asian regions.
Apart from events celebrated on global and national scale, every community rich in culture and history would appreciate your recognition of the local events. For instance, you may offer a discount to a community whose significant majority supports a native football club.
Separate landing pages for each location
When customers perform “near me” search, the search engines would push the results having address in the vicinity on top. Using a same landing page for every location of your service areas would disallow you from getting the most out of hyperlocal search features.
Apart from placing the address, you may also add depiction of local culture on these purpose-built landing pages. However, you need to ensure that design consistency remains intact.
Also read: On-demand home services marketplace
Visual Search for Online Shopping
There are an incredibly high percentage of instances where customers use or come across a product but they are unaware of its make and type. Trying to ask Google with vague description may or may not help because it would share results from competitors too.
Moreover, retailers often use different keywords to rank their products on top of search results than those searched by consumers. Thus, service providers end up spending a massive amount of time and resources to identify the suitable keywords.
Visual search provides an effective alternative. Instead of customers searching for products and services by typing the description, they can perform take a picture of subject and search it via Google Images. However, you need to ensure that your visual search optimization should provide hyperlocal results on top.
Apart from Images service, Pinterest and Google Lens are apps specifically developed for visual search. A user can take or upload a picture and Lens app would scan it to share most similar results from the web.
For instance, a user sees a car cruising on the next lane and wants to find out its make and type. S/he would simply take the picture and Lens would provide its name based on the results in web.
This technology called Computer Vision (CV) scans an image and identifies what it is known as “region of interest”. The research and development in CV is providing remarkable improvements in AI. Instead of optimizing your on-demand marketplace app or website for thousands of keywords, you can simply optimize your product to appear in the results in Google Lens app and other similar services.
Visual searches are particularly crucial in online shopping. Statistics from 2018 reveal that 36% of people made visual search while performing online shopping.
Voice Search for Boosting Hyperlocal Marketing
One intensely important use case of artificial intelligence is the ability to perform voice search. It is notable that users utilizing voice features rarely search by phrases. Usually, a person would speak an entire sentence.
Google search algorithms previously ignored prepositions and considered nouns and verbs primarily. However, the recent updates in algorithms involve using prepositions as well to understand the context of query.
Google reveals that 20% of the total searches made each day are voice searches. Considering the fact that the volume of searches per day is of the order of billions, 20% is an immensely high number. Moreover, the rate of voice search is growing significantly.
Owing to the remarkable interest of users in voice searches, Google, Amazon and Apple are paying special emphasis on Google Assistant, Alexa and Siri.
Like Computer Vision for visual search, Natural Language Processing (NLP) is essential for voice search. NLP takes a special place when you aim to build a marketplace app with hyperlocal features. The users are often coming from a wide range of cultures with varying languages. In fact, the same language can have multiple pronunciations and accents as with case in English.
Thus, your voice search should be hyperlocal in that it should understand the accent and language of people living in an area and respond them in the same variant of that language.
Here’s the Summary
Build a Marketplace Platform Today
Evolution of marketplaces is underway. Apart from the modifications in software systems, which are more oriented toward industry vertical, hyperlocal marketing strategy has proved to be immensely crucial.
ODTap On-demand Platform provides B2C and peer to peer marketplace software platforms to clients in nine distinct industries including ride-hailing, food and parcel delivery, home services, healthcare, laundry, and beauty services.
You can start your own online marketplace with hyperlocal features. Contact us today so that one of our on-demand marketplace experts can assist you further.