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Why Local Web is the Single Largest Opportunity for National Brands


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The Local Web is the growing ecosystem of online media channels which collectively drive local brand awareness and sales. …

The Local Web is the growing ecosystem of online media channels which collectively drive local brand awareness and sales.
Learn why it is the single largest opportunity for national brands.

Published in: Marketing

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  • 1. BENEFITS OF LOCALIZED MARKETING7 Greater customer relevance, response & ROI Better conversation & connectivity among customers Improved loyalty & advocacy Brand differentiation, distinction & preference THE HUB FOR ALL LOCAL MARKETING Use local web media to reach consumers locally & drive trafffic to local websites & dealers TACTICS Develop local websites; automated content capability is an advantage LOCAL WEBSITESSTRATEGY Determine role of local marketing in national strategy Use local marketing to learn, modify & increase marketing ROI MEASUREMENT THE SINGLE LARGEST OPPORTUNITY FOR NATIONAL BRANDS The Local Web is a growing ecosystem of online media channels driving local awareness & sales. 1:LocalTraffic by Search Engine,Chitika,2012.2:Wave 5–The Socialisation of Brands,Universal McCann,2010.3:The Mobile Movement:Understanding Smart- phone Users, Google, 2010. 4: How Businesses Fare with Daily Deals as They Gain Experience, Rice University, 2012. 5: Internet & American Life Project, Pew, 2012. 6:Local Consumer Review Survey,BrightLocal,2012.7:Localize to Optimize Sales Channel Effectiveness,CMO Council,2011. 8:Local Search Usage Study, 15 Miles/Neustar Localeze, 2013. 9: Ways to Win Shoppers at the Zero Moment of Truth, ZMOT Handbook, Google, 2012. 10: Harris Interactive. 11: Brand Automation for Local Activation,CMO Council/Balihoo,2013. 12:U.S.Local Media Forecast,BIA/Kelsey,2012. BUILD A LOCAL MARKETING PLAN LOCAL SEARCH 29% 39% 67% 27% of social media participants say they are more likely to purchase from a brand they follow online.2 71% of consumers say they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.6 59% of smartphone users have looked for local information. 61% call a business, 59% visit a business, and 44% actually make a purchase.3 95% of smartphone owners use location-based services, and 18% “check in” to locations.5 74% of all search queries on Google carry a local intent.1 43% of businesses running daily deals make money on the promotions.10 55-61% LOCAL MARKETING MATTERS 12 ofPCsearchesresultedinapurchase, ofallmediainteractionsarenowscreen-based: radio& printnowaccountforonly 10%.9 Takingplaceonasmartphone,laptop,PC,tablet,orTV. 90% Digitalmediaisexpectedtorepresent ofadvertisingby201727.6% 59% ofmobilephonesearches&78% oftabletsearches resultedinapurchase.8 77% 70% While ofnationalbrandmarketerssaylocalmarketingis essentialtotheirbusinessgrowth&profitability.1159% $ ofadultsintheU.S.rarelyorneverusethephonebook. mostofthem(60%)usetheInternettofindcontactinformation.10 THE LOCAL WEB UPDATED MAY2013