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The Almighty Local Dollar — Greg Sterling
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The Almighty Local Dollar — Greg Sterling



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  • 1. Local Overview Greg Sterling Sterling Market Intelligence/Opus Research
  • 2. Local Ad Market: North of $90B Source: IAB, various media sources
  • 3. ‘ Plumbers & Pizza’ not the Whole Story “ Local search” has historically been associated with SMB advertising (e.g., plumbers and pizza)
  • 4. Politics and Brands Are Local
    • Brands may “exist” on the regional or national level but buying occurs almost entirely offline, in stores, dealers or outlets
    • Internet and search are critical tools used by consumers
    • Brands and national advertisers not leveraging local online ads are missing a key piece of the online puzzle – the chance to lead a buyer to a store or POS
  • 5. Majority of Transactions Offline
    • More and more people research online but still buy in stores
    • E-commerce <4% of US retail
    Source: US Census Bureau, Q3 2008
  • 6. Consumer Behavior the Real Story
    • Brands, nationals many not clearly see importance of “local” because of SMB narrative
    • Focus should be on how consumers use Internet to before making buying decisions
    • Dominant consumer paradigm is “ROBO”: research online, buy offline
  • 7. Internet the Top Research Tool
    • “ If you were only able to use one source of information to support your next consumer electronics purchase, which would you choose?”
      • Internet – 58%
      • Visit to local stores – 25%
      • Reviews in newspapers/magazines – 8%
      • Friends and family – 8%
      • Other – 1%
    Source: Nielsen, May 2008
  • 8. Online-Offline Shopping Growing Source: Jupiter Research, ShopLocal (2008)
  • 9. Marketers: GeoTargeting Delivers Best ROI Source: MarketingSherpa survey, 2008
  • 10. Local: National Advertiser Challenges Multiple mentions permitted Base: National Advertisers using geotargeting (n=132)
  • 11. SMBs: ‘Main Reason’ for No Online Mtkg Source: Opus Research, August, 2008, n=615 US small businesses Indicate the main reason your business does no online marketing