National Advertisers Pursuing Local Search
Nearly half of the national advertisers surveyed in a recently published study are pursuing local online advertising.
The study, conducted by consulting and research firm Sterling Market Intelligence for Marchex, a local search and advertising company, also found that more than 40 percent of respondents dedicate at least a quarter of their online marketing budgets to local targeting.
Conducted between Sept. 11 and Sept. 21, the study surveyed 150 national advertisers or agencies that offer products and/or services through local outlets, dealers, franchises or branded stores across more than one state.
The survey examined advertising budget allocations, local online advertising strategies and tactics, and ROI perspectives on national advertisers' local online advertising efforts.
The use of local online advertising, according to the survey results, is impeded by confusion about the best tactics and traffic sources to use, as well as how to effectively measure the results and ROI.
Additional insights from the study include the following:
- almost half of survey respondents report that at least 25 percent of their in-store sales were driven by online marketing;
- more than half of respondents are using different messaging or tactics for different geographic or local markets; and
- 10 percent of respondents are targeting down to the designated market area, city or ZIP code.