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Neustar® Insights | Retail       Be Relevant. Go Local.              Local online marketing:                    A smart wa...
Table of ContentsIntroduction: Location, Location, Location .................................................................
Introduction: Location, Location, LocationLike radio, air travel and television before it, the Internet seems to make the ...
The following infographic further shows the growth and diversity of localized Web efforts.One key take-away: Roughly 60% o...
based mobile media channel, reports that 8 out of 10 people respond more positively to ads withlocal relevance.Two Neustar...
How to LocalizeSpecial OffersCheck out the Special Offers page on Skype.com*. Note the differences between the Americanand...
USA                                                 ItalyAgain, the differences are dramatic—different languages, visuals ...
With geo-targeting, your site can also promote your bricks-and-mortar locations. By targetingconsumers near your stores, y...
If you‟re an apparel merchant, you could likewise zero in.The same holds true for industries you target. Whether you‟re tr...
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Be Relevant With Local Online Marketing - A smart way for retailers to target customers and lift sales by Neustar IP Intelligence

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Create deeper engagement with local online marketing in this informative white paper. Using Neustar's IP Intelligence you can utilize advanced ip geolocation to:

- Localize your online marketing for visitors around the world
- Utilize proven ways to localize your website
- Advertize by industry and business as well as by area

Learn more by visiting http://www.neustar.biz/ipintel

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Transcript of "Be Relevant With Local Online Marketing - A smart way for retailers to target customers and lift sales by Neustar IP Intelligence"

  1. 1. Neustar® Insights | Retail Be Relevant. Go Local. Local online marketing: A smart way for retailers to target customers and lift salesLike radio, air travel and television before it, the Internet seems to make theworld a smaller place, one where borders no longer exist and geographybecomes irrelevant. After all, if you can truly reach the entire world with yournews article, blog or ad—and distribute it in seconds—what difference doeslocation make?
  2. 2. Table of ContentsIntroduction: Location, Location, Location .............................................................................. 3Trends in Local Online Marketing ................................................................................................. 3Benefits of Localization ..................................................................................................................... 4Your Website: Where Local Comes to Life ............................................................................... 5How to Localize..................................................................................................................................... 6 Special Offers ......................................................................................................................................... 6 Relevant Products .................................................................................................................................. 6 Language and Currency........................................................................................................................ 6 Visuals...................................................................................................................................................... 7 Display Advertising................................................................................................................................. 8Conclusion .............................................................................................................................................. 9About Neustar® ..................................................................................................................................... 9Neustar IP Intelligence: The Technology That Powers Local ........................................... 9Neustar® Insights: Be Relevant. Go Local. 2
  3. 3. Introduction: Location, Location, LocationLike radio, air travel and television before it, the Internet seems to make the world a smallerplace, one where borders no longer exist and geography becomes irrelevant. After all, if you cantruly reach the entire world with your news article, blog or ad—and distribute it in seconds—what difference does location make?A lot, as it turns out, especially in the world of marketing. The global nature of the Internetdoesn‟t erase the need for swimsuits in Orlando or snowsuits in Minneapolis. Retailers still needto let buyers know where their closest stores are. And a hardware store in Topeka still wants tobe paid in dollars, not yen or rubles. In fact, even if you have no storefront you‟d better makesure you comply with the regulations of all 50 states.Yes, location still matters. If you “know where,” you can: Analyze your Web traffic Localize your marketing Be more relevant Increase conversions Enhance your customer experience and elevate your brandThis white paper will examine trends in local retail online marketing, the benefits of localization,some tried and true techniques using IP geo-targeting and the growing importance of localizeddisplay advertising. Or, when you add it all up, how to become more relevant and lift sales.Trends in Local Online MarketingLike Internet traffic in general, local traffic is global and comes from every region of the world.China accounts for nearly a quarter of allglobal traffic, as much as the U.S., India,Japan and Brazil combined. Your ownWeb analytics may already show suchglobalization. Internet Retailer reports thatglobal visitors spent $11 billion on U.S.websites in 2011. Consider also: 50% oflocal searches are conducted without aspecific business in mind. Retailers whocapitalize on these trends will positionthemselves for growth. The key is not onlyreaching international audiences, butspeaking to them as if they‟d come fromjust around the corner. Over 2 billion Internet users Worldwide Source: Internet World StatsNeustar® Insights: Be Relevant. Go Local. 3
  4. 4. The following infographic further shows the growth and diversity of localized Web efforts.One key take-away: Roughly 60% of searchers find local results more relevant and trustworthy.Plus as you can see, local searching is growing across numerous devices and media.Benefits of LocalizationIn the parlance of marketing, to localize is simply a wayto target audiences. Localization, or geo-targeting, buildson what you know about your visitor‟s physical location.In a sense, it bridges the physical distance between yourwebsite and their homes (or offices, for all those quietlyshopping in their cubicles).It also personalizes the relationship while keeping itanonymous. If visitors feel special, they‟re more likely toclick through and become conversions. From dating toweight loss and surveys, people respond when theythink you know them. JiWire*, which offers a location-Neustar® Insights: Be Relevant. Go Local. 4
  5. 5. based mobile media channel, reports that 8 out of 10 people respond more positively to ads withlocal relevance.Two Neustar customer examples clearly bear this out. An international airline boosted ticketsales over 200% with localized messages, offers and pricing. Another customer lifted leads fromits online forms nearly 40% to accelerate software sales.Something worth remembering: 90% of all purchases are made within 50 miles of where peoplelive or work (The Kelsey Group). And according to TMP/ComScore, 61% of local searches leadto purchases. Marketing strategist Steven Cook, a member of the CMO Advisory Council, saysthis: “During my 25-plus years as a global brand marketer at P&G, Coca-Cola and asSamsung‟s CMO N.A., I‟ve witnessed marketing, advertising and consumer engagementapproaches transform from „push‟ to „pull,‟ especially in the past few years with rapidly changingdigital tools and consumer empowerment. During the pre-digital years, I saw it all — localprinted directories, ZIP code and segmented direct mail, billboards — any means possible toreach an exact demographic and target audience. The common thread within those offlinestrategies was location.”Your Website: Where Local Comes to LifeVisitors to your website arrive from many paths. Among them: display advertising, paid search,social media and daily deals. Since we don‟t have face-to-face contact on the Web, data iscrucial—the more granular, the better. As a marketer, you‟re able to mine a wealth of data whenconsumers land on your site and you know their location. IP geo-location technologies areespecially useful in providing and analyzing data such as the following:Geographic Data: Continent and country Region, state and city Designated Market Area (DMA) and Metropolitan Statistical Area (MSA) Area code and postal code Time zone and latitude/longitudeTechnographic data Connection speed and type Carrier/Internet service provider Top level domain and second level domainContextual data Organization IndustryAll of this information can help you localize website content. For starters, you can feature geo-specific offers using perhaps a printable coupon. Even more simply, you can make sure yourpages populate with the right language and currency, plus use the proper formats for dates,addresses and phone numbers—all essential if you‟re marketing on a global scale. You canalso use graphics that make sense to buyers in targeted areas. Want to lure them into yourstores? You can automatically provide the closest locations, without your visitors having to inputtheir addresses.Neustar® Insights: Be Relevant. Go Local. 5
  6. 6. How to LocalizeSpecial OffersCheck out the Special Offers page on Skype.com*. Note the differences between the Americanand Swedish versions—we‟re talking more than a couple of umlauts. The offers are not onlydifferent; they‟re expressed differently, one emphasizing actual prices, the other savingspercentages. American SwedishRelevant ProductsPerhaps you sell lawn furniture. Normally your window of opportunity is during spring and earlysummer. Once these warmer seasons are over, your campaign has little effect. Who needspatio furniture during a snowstorm? However, with geo-targeting you can market your outdoorfurniture to people in warm-weather states and indoor furniture, if you carry it, to folks in colderclimes.Language and CurrencyLet‟s consider another example, yoox.com* as seen in USA and Italy. New York FloridaNeustar® Insights: Be Relevant. Go Local. 6
  7. 7. USA ItalyAgain, the differences are dramatic—different languages, visuals and copy. Yet both pages areon the same domain and root directory of yoox.com. If you have multiple websites targetingvarious countries, you can simply redirect visitors to the appropriate site when they click on alink or type an address into a browser. Or when a foreign visitor arrives at your site, you caninform him or her of the appropriate nationalized site.It‟s a good idea to test general approaches, along with specific web page elements. Thinkthrough what will work better: showing your traffic from Spain pages in either Spanish or inEnglish? Will you quote euros or dollars? You can‟t always assume.VisualsVisuals too are ripe for testing. See how Marriott.com* looks in France as compared to Japan. France JapanAs you can see, the colors, images and designs differ a great deal. Would pages for Arkansasversus New Jersey be equally disparate? Yes, conceivably.Neustar® Insights: Be Relevant. Go Local. 7
  8. 8. With geo-targeting, your site can also promote your bricks-and-mortar locations. By targetingconsumers near your stores, you can sync online promotions to offline activities, matching themwith local inventory and generating impulse shopping. You can even adjust your messageaccording to the proximity of your competitors.Some studies estimate that 30% of all website visitors leave within seconds. Why? Simple: theycan‟t find what they came for. As Google puts it, “A high bounce rate generally indicates that siteentrance pages aren‟t relevant to your visitors‟ needs.” By instantly displaying the most relevantcontent to every visitor every time, you can significantly decrease bounces and engage visitorslonger.Display AdvertisingLike websites, banner ads become more relevant when localized. Using display to createawareness and generate leads, you can lift response and conversions throughout yourmarketing funnel. No wonder that in a 2011 survey, Bizo reported that display advertising wasthe top priority (65%), followed by mobile (60%) and search engine optimization (56%).As reported by Business Insider, display is already the second largest category of digitalmarketing, accounting for 30% of ad dollars versus 45% for search marketing. In all likelihood,your organization has a substantial search program. Display could easily offer untappedpotential. It also nicely complements search, which is further down the funnel and attractsbuyers who have already shown intent. With its powerful lead-gen capabilities, displayenhances awareness and even drives search. During display campaigns, people often searchfor what they see in banners.How powerful are search + display? The numbers tell the story: Increase traffic and engagement—According to Yahoo and ComScore, search + display increase average number of page views by 68%. Boost in-store visits—The same research shows that in-store visits increase as much as 43%. Ignite paid search campaigns—After seeing a display ad, consumers are 136% more likely to search for your brand and 140% more likely to click on an organic link. Grow offline conversions—Dunnhumby and Google report that one major consumer products company saw a 52% lift in offline sales following a display campaign.When it comes to localizing display ads, it‟s good to know you have options. You can targetdisplay not only by country, state or city, but also by device type (Mac or PC, iPhone orAndroid), connection type (cable or DSL) and browser type (Internet Explorer or Firefox), all ofwhich lets you factor in technological capabilities. Moreover, within a local area you can targetby domain: home, work, government, university and more, even drilling down to organizationname and industry. With these types of contextual data, “local” goes beyond geography intoother affiliations. Maybe college students are a key audience for your business. Students of many universities are intensely loyal. Knowing this, you might localize your next credit offer.Neustar® Insights: Be Relevant. Go Local. 8
  9. 9. If you‟re an apparel merchant, you could likewise zero in.The same holds true for industries you target. Whether you‟re trying to reach constructioncontractors, policemen and firemen, doctors or auto shop owners, location-based data helpsyou hit the mark. Minimizing ad waste, it‟s an intelligent way to lift conversions.ConclusionThe local Web is growing and shows no signs of slowing down. Local searches continue tosurge across different media and devices, with consumers finding localized messages morerelevant and trustworthy. By knowing “where,” marketers can engage more relevantly andincrease conversions. Localization is a proven way to personalize your marketing, withreferences to local attractions, events, weather and more.Your website and display advertising both benefit from going local. Websites can tailor products,special offers and pricing to locality, along with language, currency and site creative. Localizeddisplay ads can help increase traffic and engagement, in-store visits and offline conversionswhile aiding your paid search efforts. You can target locally not just with geographic data, butalso by knowing the user‟s device, Internet connection and browser. It‟s also possible to targetpeople at home, work, school or at government agencies. In total, local online marketing offers agrowing number of ways to be more relevant and engaging.Your challenge, should you accept: promote your business with local relevancy … and getready to reap the rewards.About Neustar®Neustar, Inc. is a leading provider of information and analysis to the Internet,telecommunications, entertainment, advertising and marketing industries. Neustar appliesproprietary technologies to its data to provide market intelligence, analytics, supply chainmanagement decision support, security services and fraud prevention. Businesses worldwidetrust Neustar to deliver reliable, secure solutions to their most complex challenges. Learn moreat www.neustar.biz.Neustar IP Intelligence: The Technology That Powers LocalFor over a decade, Neustar has offered IP intelligence for critical business tasks: analyzingInternet traffic, targeting key audiences, localizing website content, preventing online fraud andcomplying with state and federal regulations. Our mission is to provide the most comprehensive,accurate and up-to-date IP data, giving your business insights that lead to better decisions. Toimprove your marketing and website performance, enhance your customer‟ experience, ensuretheir online safety or your own legal compliance, learn more about Neustar‟s IP intelligenceservices today by contacting us at 1.877.737.8682 or by visiting us at www.neustar.biz/IPIntel.Neustar® Insights: Be Relevant. Go Local. 9

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