We often use geo-targeting in marketing and advertising campaigns for convenience—finding the nearest coffee shop or gas station. But at Axiom, we believe technology should be a tool for equity. Hyper-local isn't just a buzzword; it’s a strategy for bridging the wealth gap. By using high-tech tools like geo-fencing and localized search, we can make it easier than ever for believers to find and support BIPOC-owned businesses right in their own neighborhoods.
Geo-fencing for Good: Beyond the big-box mindset
For too long, sophisticated geo-fencing, that is triggering ads based on a user's physical location, has been the playground of massive retailers. It’s time to change that. By creating digital perimeters around BIPOC-owned businesses, we can serve timely, relevant notifications to socially conscious consumers who are already nearby. It’s taking the high-level tech used by giants and repurposing it to amplify the voices of small, local entrepreneurs.
Contextual Convenience: Meeting the believer where they are
We know that most people want to shop with purpose, but convenience often wins. Hyper-local marketing removes the friction. If a user receives a notification about a BIPOC-owned bookstore just as they are entering a shopping district, the "barrier to entry" for intentional spending disappears. We can use data to make the ethical choice the easiest choice.
Economic Routing: Intentionality in the algorithm
Digital advertising has the power to route traffic. Typically, algorithms route people toward the "most popular" (often best-funded) options. By manually intervening in our ad strategies to prioritize BIPOC-owned businesses in local searches, we can perform a sort of "economic routing." We are intentionally directing the flow of digital attention, and therefore, physical dollars, into communities that have historically been under-invested.
Scaling the "Tidal Pages" Movement
When we launched Tidal Pages, the goal was visibility. Now, with hyper-local tech, we can add mobility. We can move from a static directory to a dynamic, real-time engagement tool. Integrating BIPOC directories with geo-targeted ad campaigns ensures that these businesses aren't just listed - they are found. A thrives-for-all economy requires that our high-tech tools also have heart.
Technology is never neutral; it’s a reflection of our priorities. Let’s use ours to build a more equitable local economy, one digital fence at a time.