Local Marketing


The largest obstacle for those responsible for marketing organizations today is addressing the consumer transformation from traditional to online. That’s not just me saying that, a recent CMO survey by Accenture reported that.  They surveyed over 400 senior marketing officers in 10 countries and found that 7 in 10 CMOs expect the marketing function to change fundamentally in the next 5 years.  The biggest performance gap CMO’s ...


People 55+ Now Choose Online Over Printed Newspapers for News There isn’t much good news for printed newspapers when it comes to their remaining relevant to today’s consumers.  The last hope seemed be that older people (55-plus) were still loyal to print and that fact has kept a lot of advertisers spending money in print. A recent study now may be breaking down that last bit of good news for printed newspapers.


Trends in Local Ad and Promotion Spending Local advertising is changing in many ways and Borrell Associates has been tracking the way local retailers are spending their local advertising dollars and the move to spending on local promotions is very clear from this chart.   You can download this chart here and from the Executive Summary you’ll read where Borrell Associates feels that owned media is a big deal for local retailers as it’s an inexpensive ...


Customers, Patients, Clients Are Researching Your Business Online Here is another report that confirms that consumers go online to learn about companies they are planning to do business with This chart comes from an article on MarketingCharts.com 56% of Americans agree that now more than ever, they’re pro-actively trying to learn more about the companies they hear about or do business with, according to [pdf] results from latest Harris Poll Reputation Quotient (RQ) study. ...


The Paywall Effect - What it means for SMB's If you do local advertising for your business you’re naturally interested in the viability of local newspapers. As consumers move online and away from the printed copies of newspapers, the papers built great internet sites for consumers. Unsuccessfully, the banner ad revenue never matched the decline in print advertising so they went to the idea of paywalls to charge consumers for the online content.


Ad Dollars Continue to Move to Digital: See Proof There have been so many studies supporting the idea that brands are recognizing the change in consumer behavior and are reacting by moving ad dollars from traditional media to digital. While this study from emarketer.com doesn't break down national advertising vs. local advertising, the logic should be the same. If consumers are relying more on the internet to get product information, then local advertisers should be ...


Printed Newspaper Ads vs. Google AdWords Newspaper ad sales continue to fall as Google ad sales continue to climb. The chart shown here is from a post on Reflections of a Newsosaur and clearly makes the case that ad dollars are going digital at the expense of printed newspaper ads. This still understates the move from print to digital because so much of digital advertising is done via free or owned media which are free of media costs and therefore not ...


Save Money by Going Digital Locally

Most of the articles we read about how brands are moving advertising dollars from traditional to digital media explain the move as a reaction to consumer behavior. It just makes sense to follow consumers online. Now we’re starting to see more articles that mention that the lower cost of digital advertising is a big influence, too.   This chart is from an article on eMarketer.com and documents what percentage of company revenue is being ...

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