Interviews, insight & analysis on digital media & marketing

The Road to Possible: NDA talks to Heidi Andersen, CMO & CRO of Nextdoor

Nextdoor is helping brands of all sizes connect beyond the click. At this year’s POSSIBLE conference, Nextdoor will be hosting a panel that explores how brands can strategically grow their business by harnessing the untapped potential of local connections, defining the true power of local marketing, and building authentic relevance in today’s market. As Nextdoor’s Chief Marketing and Revenue Officer, I will moderate an insightful conversation around “Connecting Beyond the Click: Nurturing Brand Affinity Through Real-World Relevance,” alongside three exceptional women: Molly Battin, Senior Vice President & Chief Marketing Officer at Home Depot, Marisa Thalberg, Chief Marketing and Communications Officer at United Parks and Resorts, and Tracy-Ann Lim, Chief Media Officer, JPMorgan Chase.

Success in today’s digital advertising landscape is enhanced by a customer-centric approach grounded in local communities. At Nextdoor, the essential neighborhood app with over 88M+ neighbors, in 330,000 neighborhoods, and 11 countries, we have seen first-hand the positive impact of employing the power of local on an international scale. However, in order to consistently drive growth, innovation, and customer value simultaneously, digital marketers must master leveraging local insights, cultivating strong community ties, and dissecting how a “successful campaign” is truly measured behind troves of data.    

The conversation will explore how brands can strategically harness the untapped potential of local connections, define the true power of proximity, and build authentic relevance in today’s market. Knowing your customer demographics and needs is key to having your campaign content truly resonate. On a local level, it’s even more important to know your customer and leverage key insights like who’s influencing buying power – on Nextdoor, 95% are household decision-makers – in order to meet your core audience. Community also plays a key factor in connecting with a hyper-local audience. Brands must show up holistically, understanding the needs of the community and ensure content leaves space for authentic connection and engagement to be made for businesses and neighbors. 

With Nextdoor’s incremental audience, advertisers come to Nextdoor to:

  • Connect authentically with real people: Nextdoor empowers brands to reach an authentic, verified audience looking for solutions for their needs and bridge connections through brand affinity.
  • Engage high-intent audiences: Brands come to Nextdoor to seamlessly identify decision-makers and influence neighbors in an action mindset when they’re looking to get things done.
  • Reach neighborhoods, everywhere: with a presence in 330,000 neighbors, brands can tailor content with local personalization at a global scale to reach different audiences with continued and measurable results.

The overall goal of executing local campaigns is to maximize your ROI while cultivating long-lasting customer lifetime value. It’ll be fascinating to hear how brands adhere to this discussion and implement tips and tricks in future local campaigns. 

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