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2020 | OriginalPaper | Buchkapitel

20. Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era

verfasst von : Brendan M. Keating, Nitish Singh

Erschienen in: Digital and Social Media Marketing

Verlag: Springer International Publishing

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Abstract

Despite trends in globalization and the emergence of a global consumer culture, brands recognize the necessity of localizing their marketing efforts to effectively reach a wider consumer base. This evolution has created tension between developing global branding strategies and the increasingly precise localization efforts to narrower marketing segments – Hyperlocalization. This chapter explores ways in which brands have misstepped in their hyperlocalization efforts, often at the expense of perceived brand authenticity. We suggest a more nuanced view of the concept of hyperlocalization that would allow brands to leverage their authenticity to compatible market segments in a more safe and effective manner.

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Titel: Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era
verfasst von: Brendan M. Keating
Nitish Singh
Verlag: Springer International Publishing
Buch: Digital and Social Media Marketing
Print ISBN: 978-3-030-24373-9

Electronic ISBN: 978-3-030-24374-6

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-24374-6_20

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