The Web Is The Medium Local
A Search Engine Land Column by Greg Sterling reports on a survey by WebVisible and Nielsen that sampled roughly 2000 U.S. adults:
Sterling writes that the research indicates that the internet is now the dominant medium local. “Overall respondents identified the Internet and search engines in particular as their dominant information resource for local:
• Search engines: 74 percent
• Print yellow pages: 65 percent
• Internet yellow pages: 50 percent
• Traditional newspapers: 44 percent
• Print white pages: 33 percent
• Television: 29 percent
• Consumer review websites: 18 percent”
Labels: local medium, Local Search Marketing
Local Search Spending On The Rise
Matt Booth, Senior Vice President Program Director Interactive Local Media, Kelsey Group offered some strong projections for growth of the local search market in his recent presentation at Kelsey's Interactive Local Media conference as reported by ReelSEO:
- "Total market in the US for local advertising - $285 Billion Dollars spent in Local advertising by SMBs as well as National businesses making local purchases.
- Online media usage in the US has reached parity with traditional media- SMBs, when looking for information online, use the internet as much as they use offline services."
Such optimism tracks with a recent report by Borell Associates as reported by
ClickZ:
"Local media research firm Borrell Associates has actually bolstered its outlook for 2008 local ad revenues, raising its forecast 2.5 percent, from around $12 million to $12.3 million. The firm also sees local Web ad dollars taking up a larger share of the interactive ad spending pie next year, when local online ad revenues are expected to increase 11 percent over 2008, to around $13.6 million."
Labels: local online ad spending, Local Search Marketing
Marchex Free Report: 2008 Perspectives on Local Online Advertising and Content
This week we saw another example of real scholarship and generosity from Marchex. The new report builds on earlier research and adds to the significant information offered through Marchex's blog LocalPoint.com
The report was authored by Marchex leaders Russell C. Horowitz, Matthew Berk, Chad Schott, Bill Day, Matt McGee and Ari Jacoby.
There's much that's intreresting in the 23-page report, including these conclusions:
- "The adoption rate of online advertising services by small- to medium- sized businesses (SMBs) will continue to rise, driven by local sales channels such as Yellow Pages providers.
- National advertisers will expand their focus on local online advertising campaigns and will increasingly utilize local geo- targeting and tactics that encourage and measure offline purchases.
- The demand for call-based advertising services, such as call tracking and pay-per-phone call, will grow.
- For consumers, the local search experience will improve, delivering more accurate and actionable results that more effectively connect consumers with local businesses.
- The local market will be less fragmented due to consolidation, innovation, and partnerships."
Labels: Local Search Marketing, Marchex
LocalDirective.com Now Sending New Customers to Local Businesses
(TAMPA, FL) --- Local businesses that have not focused on search marketing because of its cost and complexity can now gain prospects and customers through campaigns on Google, Yahoo, MSN and Ask.com, starting at just $300 a month.
For decades, local businesses have relied on yellow page ads to attract customers. But there is now growing evidence that local businesses need to consider other alternatives:
• Over 60 percent of consumers search for a local business on the internet, and only 33 percent use the yellow pages. [Source TMP Directional, 2007]
• Almost 40% of local shoppers say that a presence on the internet – or lack of presence – will affect their decision about who they do business with. [Source: Web.com, 2007]
But two problems have kept many local businesses from advertising online:
1. Online Advertising Is Complex: To reach your potential customers on Google or Yahoo, or dozens of other local sites, you have to set up accounts, manage keyword research and selection, set and optimize bids, develop and optimize ads, create a company profile, submit content to key directories and databases…and more.
2. Until Now It Was Too Expensive: Because of the complexity and knowledge required, marketing agencies concentrate on businesses willing to spend thousands, and even tens of thousands of dollars, each month.
“Too often local businesses have suffered from over-priced or ineffective search marketing campaigns,” says LocalDirective founder Lisa Maier, a Wharton MBA with significant experience in search and directional marketing. “Our team offers decades of experience building literally thousands of local advertising campaigns. We understand the local market and are dedicated to providing services aimed at that market.”
LocalDirective offers a complete, low-cost online solution with a variety of search marketing packages, each customized based on business category, geographical location, and business objectives. In addition to search marketing, services include landing page or microsite development, business profile development, and submission to more than 20 important online databases.
Clients also gain advanced campaign management services aimed at generating the greatest number of responses at the lowest cost. This optimization is how LocalDirective maximizes the return on advertising investment.
Clients are provided with reports that show the number and types of responses received. This feedback on prospect quality is used in the LocalDirective process to continually hone advertising programs and tweak the content of ads and landing pages.
For more information, visit www.LocalDirective.com, email morecustomersplease@localdirective.com or call (866) 925-9524.
Labels: Local Search Marketing, localdirective.com
