Work

Breakthrough Approaches to Regional and Hyperlocal Marketing: Analytics, Events, Technologies

Year: 2025

Type: article

Abstract: The article explores modern approaches to regional and hyperlocal marketing using geodata and local events. The analysis of key technological trends determining the development of local marketing in the context of digital transformation is carried out. It is concluded that regional and hyperlocal marketing is at the stage of active transformation, characterized by the convergence of AI, mobile technologies, voice search and augmented reality. The article also identifies technological, methodological, and ethical challenges related to the quality of geodata, personal data protection, and campaign effectiveness measurement.

Source: Moscow Economic Journal

DOI: 10.55186/2413046x_2025_10_7_177

Author: Aleksandr Kononov

Institution: Belgorod National Research University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4412484812

FWCI:

Cites: 2

Cited by:

Related to: 10