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Hyperlocal marketing: digital practices in the face of regulatory constraints
https://doi.org/10.34020/2073-6495-2025-1-179-194
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.
Keywords
hyperlocal marketing,
Wi-Fi radar,
retail,
hyperlocal targeting,
data analytics,
Wi-Fi marketing,
personal data
Supporting agencies: This research was funded by the Ministry of Science and Higher Education of the Russian Federation; project FEWM-2023-0013.
About the Authors
E. V. Griva
Tomsk State University of Control Systems and Radioelectronics
Russian Federation
Russian Federation
Griva Egor V. – Postgraduate Student, Assistant, Department of Data Processing Automation
Tomsk
A. A. Sidorov
Tomsk State University of Control Systems and Radioelectronics
Russian Federation
Russian Federation
Sidorov Anatoly A. – Candidate of Economic Sciences, Associate Professor, Head of the Department of Automation of Information Processing
Tomsk
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Review
For citations:
Griva E.V., Sidorov A.A. Hyperlocal marketing: digital practices in the face of regulatory constraints. Vestnik NSUEM. 2025;(1):179-194. (In Russ.) https://doi.org/10.34020/2073-6495-2025-1-179-194
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