AWARENESS OF PEOPLE REGARDING HYPERLOCAL DIGITAL MARKETING

Abstract

This MBA research explores hyperlocal internet marketing awareness and potential—a promotional approach that caters to groups of users at specified geographic regions through internet media. The research aims to measure the awareness of hyperlocal marketing among individuals and the simplicity of using it, especially by companies, especially small and medium-sized enterprises (SMEs). Information was collected from local entrepreneurs, marketers, and consumers (including students) through questionnaires and interviews. Results were complemented by secondary information collected from academic literature and business reports. The aim of the study was to identify the level of awareness, usage, and perceived advantage of hyperlocal strategies. Findings are strong overall awareness of online marketing, but low specific knowledge of hyperlocal methods—particularly among consumers and students. However, many business owners are aware of Google Ads and WhatsApp Business for local targeting. High interest in all groups to learn more about these strategies exists. Case studies and interviews brought forth the fact that hyperlocal campaigns are most likely to provide better engagement and ROI than wider online campaigns. Some of the strategies that could be measured as successful in retail, food, and healthcare industries include geofencing, local SEO, and content personalization. Awareness is currently unbalanced, yet there is strong potential for hyperlocal digital marketing. Businesses can gain much from localized approaches, and there is room to advance learning through training and targeted education. The study recommends the start of awareness programs, delivery of student and entrepreneur workshops, and government or institutional support aid for the growth of local business through hyperlocal digital platforms.