HYPERLOCAL MARKETING: DIGITAL PRACTICES IN THE FACE OF REGULATORY CONSTRAINTS
Egor V. Griva, Anatoly A. Sidorov
Tomsk State University of Control Systems and Radioelectronics, Tomsk, Russian Federation
Keywords: hyperlocal marketing, Wi-Fi radar, retail, hyperlocal targeting, data analytics, Wi-Fi marketing, personal data
Abstract
Hyperlocal marketing is an innovative approach that helps companies optimise offline sales, especially when traditional strategies reach their limits. It allows offers to be tailored to specific locations and customer needs, significantly increasing the effectiveness of customer engagement. This article examines how legislation in some countries and macro-regions can help or hinder the development of hyperlocal marketing by regulating the collection and use of personal data.
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