The pandemic has called into question the way we had to market. In a globalized environment like the one we had, confinement has accelerated and strengthened a tendency that directs us towards our roots, to value to a greater extent what we had in front of us, but we did not know how to see. The pandemic increased local sentiment and this has begun to consolidate.
Glocally, in collaboration with MarketingDirecto, have held a virtual meeting to talk about Geo-Contextualization technology that identifies the concentration of a target in any GEO coordinate of Spain and Portugal, creating hyper-local audience clusters, impactable through a campaign omnichanel. Specifically, its new Last Mile tool has been unveiled. Whose offer is an opportunity to exploit this local trend in a global environment.
The Presentation Was Given by Fran Ares
And Xurde Comerón, CEO and Head of Digital respectively, as representatives of Glocally. Ares began by showing Argentina B2B list that the players are intensifying their approach to city centers. « Those local stores that have adapted to the situation have grown. Specifically, the closest supermarket chains grew by 26% «, He explains.
These data have been use as context for what they came to present. In fact, as Ares states: « Communicating locally is one of the engines for recovery «. Subsequently, he has given way to Xurde Comerón to explain the tool in more depth. Who has comment that it was create in pursuit of digitizing the methodology based on two pillars:
Market source with its own media agency tools and other tools that generate an approximation with the local. Office network, data layer or information that has to do with the way of life and how reality is.
In this way, the objective of the platform is to bring together the entire process in the same tool to be more agile when working and crossing information sources or superimposing data layers.
Last Mile Features
Last Mile seeks its place in the market with an exclusive product. A different approach to those currently on the market. And also to the knowledge needs to become a key indicator of the environment. That approximates the data of a certain place with the target. « We give the tool a function close to calculation and intelligence and this allows not only to identify a target based on a single criterion. But also to build a more complex exploitation, » says Comerón.
This is especially useful when there are external factors, typical of local knowledge such as works or customs in the area , that other tools do not take into account, in addition to human data.