Hyperlocal services surface to address growing need and market opportunity

An interesting trend seems to be taking root that provides a growing opportunity for aspiring tech entrepreneurs to tap. According to a March 2009 PhoCusWright report titled, "Hyperlocal Content Services," this trend relates to local content proliferating as new tech advances enable improved search, aggregation and distribution.  The concept of hyperlocal is introducing a new model in which content based on proximity, presence and context is delivered to users. Today MySpace announced a deal with CitySearch where the social network site will introduce MySpace Local, which is essential a social directory for local businesses and venues powered by CitySearch.  The power of the new offering will allow MySpace users to peruse local businesses and venues and see their friends' reviews.  Additionally, it will provide MySpace with a bonanza of new ad inventory where it can run geotargeted advertising.  It's no wonder that this deal was a wise one for MySpace to strike given that the local internet-advertising market has accounted for some of the fastest growth in Internet advertising in recent years, as small businesses take their marketing online.  Another new example of a hyperlocal website that today also unveiled a beta version of its service is from client, A Day's Outing, an online search tool for discovering short-distance day trips and weekend outings.  A Day's Outing takes the proximity of where someone is starting from to deliver a comprehensive list of outings and events personalized around their preferences.  It currently focuses on the Mid-Atlantic region and will continue to expand regionally. A Day's Outing represents a growing number of tech high tech startups popping up to introduce new services that deliver highly relevant, personalized, local information to users when they seek it.

Hyperlocal websites as well as smartphones are increasingly helping users access geolocation-based content such as information, advertising, events, and entertainment centered on a user's locaton and time.  While local information is abundantly available, getting it quickly and easily still leaves a lot to be desired and users seeking a better way.  Expect to see more innovative partnerships such as the MySpace/CitySearch deal as well as many other innovative companies such as A Day's Outing move to better address users' need for getting the right information when they want it.

Amazon makes smart PR move with crowdsourcing of holiday product reviews

Amazon issued this press release announcing its new “holiday customer review team.” The idea from Amazon is simple: appoint holiday product reviewers from its very own customers to compile lists of their favorite items in order to help other shoppers pick out that perfect gift.  The team is comprised of Amazon’s top reviewers selected for their expertise and interests based on the number and breadth of products each reviewed.  In addition to reviewing personally-selected items, Amazon’s review team were given early access to test some of the top Black Friday products for free in exchange for their reviews. 

It’s a clever idea overall; crowdsourcing that taps customers to create user-generated content in the form of product reviews to help shoppers decide on their purchases.  Some Web 2.0 startups have done phenomenally well applying this concept, including Yelp, Digg and Wikipedia.  Consumers are increasingly comfortable researching and shopping online and having access to straightforward, unbiased product reviews helps guide their selection process.  It’s also a great PR move by Amazon to recognize their most active customers who post reviews and involve them at a deeper level within their business. Amazon is building and leveraging a grassroots program to effectively connect with and expand its online community. 

Yet Amazon still needs to be mindful that it doesn’t try to sanitize or unduly influence the reviewers for any group of products, brand or manufacturer. Candy-coated reviews won’t work for consumers who have honed their screening capabilities to spot biases or questionable reviews wherever they may be (ie: TripAdvisor). If Amazon can proactively require its reviewers to make any full disclosures this will help keep the quality of these reviews in check.  Kudos to Amazon for its crowdsourcing product reviews initiative. It’s forward-thinking as well as a smart PR move to boot.