BREAKTHROUGH APPROACHES TO REGIONAL AND HYPERLOCAL MARKETING: ANALYTICS, EVENTS, TECHNOLOGIES

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.