We used to market locally, because that’s all there was. There was the nearest town, the one beyond that, and that was it. At least, unless you were a mega-brand with deep, deep pockets.

Then the Internet happened, and we all got access to everyone. Facebook ads that can target anyone anywhere in the world meant that everyone can be as ‘local’ as everyone else.

Then local changed again. Because “everyone in the world” is too many people. No longer scoped by geography, our new local is “people who are just like us”. I’m typing from England with a friend in Croatia as I write this, and he’s far more “local” than my next-door neighbour.

When you go to market, you’re going to go “local” again. Be sure to select the right kind of local. Only two of the three work anymore, and only one remains when the world goes on lockdown.