Digital is going local

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  • 1. LOCAL IS GOING DIGITAL DIGITAL IS GOING LOCAL How to Market Online to a Local Audience Copyright 2012 Vantage Local, all rights reserved
  • 2. LOCAL IS GOING DIGITAL 35% 30% Share of Local Ad Spend 25% 20% 15% 10% 2011 2016 5% 0% Local advertising spend on Mobile, Email and Online Marketing will each increase > 50% over next 5 years as focus moves away from print Copyright 2012 Vantage Local, all rights reserved
  • 3. DIGITAL IS GOING LOCAL National Brands are Investing in Local Marketing Not Investing 34% Investing 66% 73% of online activity is local searches and content Copyright 2012 Vantage Local, all rights reserved
  • 4. WHAT DOES LOCAL DIGITALMEAN? Intersection of location data for Advertisers Customers • Physical address • IP address & • Map location • Mobile location • Local phone • Social data Copyright 2012 Vantage Local, all rights reserved
  • 5. THE LOCAL STRATEGY Optimize • Local SEO • Navigation & Mapping List • Social Review Sites • Local Listings Target • Local Search • Local Display • Mobile Copyright 2012 Vantage Local, all rights reserved
  • 6. WHY DISPLAY ADVERTISING? • 63% increase in ad awareness • 64% increase in brand favorability • 44% increase in purchase intent • 130% increase in branded search • 21% lift in offline sales • 26% increase in aided brand recall • 300% increase in site visitation • 72% of online conversions follow exposure to display ads Copyright 2012 Vantage Local, all rights reserved
  • 7. HOW DISPLAY WORKS The Simple Version Copyright 2012 Vantage Local, all rights reserved
  • 8. HOW DISPLAY WORKSThe Complex Version Copyright 2012 Vantage Local, all rights reserved
  • 9. MAKING DISPLAY LOCALHyper-local geographic targeting • Traditionally targeted a DMA • Now, target single city, even a single zip codeIP addresses used to target the ads • Catch people at the office, too Copyright 2012 Vantage Local, all rights reserved
  • 10. CREATIVE GETS LOCALDynamic local messaging • Change text based on viewer locationSmart Maps • Maps nearest business location • In-banner, so no click required Copyright 2012 Vantage Local, all rights reserved
  • 11. FOLLOW US ONLINE!www.VantageLocal.com/blog@VantageLocal(Ask about our reseller partner opportunities) Copyright 2012 Vantage Local, all rights reserved
  • 12. APPENDIX• JumpStartAutomotiveGroup.com “Improve Purchase Funnel Effectiveness” 2008• ComScore “Media Placement Strategies” 2010• Dunhumby & ComScore “Research Shows Online Advertising Lifts In-Store CPG Brand Sales” 2011• IAB Europe “Brand awareness and digital: An IAB Europe White Paper,” 2010• Eyeblaster “Search & Display: Reach Beyond the Keyword” 2010• Ad Age Insights: "Smart Strategies for Local Advertising" 2012• Luma Partners Display Lumascape, 2012 Copyright 2012 Vantage Local, all rights reserved