Bizandbuzz

Localization

New services and new apps are delivering the concept of proximity as a powerful marketing tool. It’s clear that having the chance to segment by geography (region, city, etc.) deliver new opportunities to articulate commercial offer within a communication thread.

This is the strategy we are pursuing with a client/friend of mine, Italian Food Net, the first Web TV dedicated to Italian food and wine. Through their amazing numbers of viewers and the geographic distribution, we are working with product placement along with commercial offer about the product, declined by country, city. Our goal is to implement a system: you like the pan we use, click on it, get the info about the range of product and a special offer to buy it: as simple as it is.  It’s a way to generate revenue without traditional advertising strategy, which I believe it cannot work in the Social Web world.

And Localization has an impact on the search word, too: the latest Tweetdeck release allow to search Tweet based on the localization.  Again, it’s all in the quest for a tighter and closer relationship with customers: it helps CRM programs, it helps in making tailored made offer, it helps in discovering the difference about how your product is perceived in various regions and act appropriately.

Then, it is strictly related to the trend of mobile internet. Penetration of smartphones is driving this revolution and, if infrastructure (wifi, broadband, etc) is supporting it, this will be a huge market opportunity even for small and medium business.  Local restaurant, shops can benefit from localization making themselves visible to everyone passing by.  Any other suggestion?

Tomorrow: Results

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