LOCAL IS GOING DIGITAL DIGITAL IS GOING LOCAL How to Market Online to a Local Audience Copyright 2012 Vantage Local, all rights reserved
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May 11, 2015
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LOCAL IS GOING DIGITAL DIGITAL IS GOING LOCAL
How to Market Online to a Local Audience
Copyright 2012 Vantage Local, all rights reserved
LOCAL IS GOING DIGITAL
Local advertising spend on Mobile, Email and Online Marketing will each increase > 50% over next 5 years as focus moves away from print
0%
5%
10%
15%
20%
25%
30%
35%
Shar
e o
f Lo
cal A
d S
pe
nd
2011
2016
Copyright 2012 Vantage Local, all rights reserved
DIGITAL IS GOING LOCAL
73% of online activity is local searches and content
Investing 66%
Not Investing
34%
National Brands are Investing in Local Marketing
Copyright 2012 Vantage Local, all rights reserved
WHAT DOES LOCAL DIGITAL
MEAN? Intersection of location data for
Advertisers
• Physical address
• Map location
• Local phone
Customers
• IP address
• Mobile location
• Social data &
Copyright 2012 Vantage Local, all rights reserved
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
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
HOW DISPLAY WORKS
The Simple Version
Copyright 2012 Vantage Local, all rights reserved
HOW DISPLAY WORKS Th
e Co
mpl
ex V
ersi
on
Copyright 2012 Vantage Local, all rights reserved
MAKING DISPLAY LOCAL
Hyper-local geographic targeting • Traditionally targeted a DMA • Now, target single city, even a single
zip code IP addresses used to target the ads • Catch people at the office, too
Copyright 2012 Vantage Local, all rights reserved
CREATIVE GETS LOCAL
Dynamic local messaging • Change text based on viewer location
Smart Maps • Maps nearest business location • In-banner, so no click required
Copyright 2012 Vantage Local, all rights reserved
FOLLOW US ONLINE!
www.VantageLocal.com/blog @VantageLocal (Ask about our reseller partner opportunities)
Copyright 2012 Vantage Local, all rights reserved
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
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