Nearly all brand co-op programs have availability for various local media (newspaper, OOH, TV, etc.) promotion for their local dealer base. The usage of these programs varies by media channel, and newspapers specifically have seen a dwindling number of programs (some would say plummeting) for years. Why? Generally speaking, co-op for newspapers is complicated. Broadcast…
With Memorial Day Weekend already here, more and more consumers are planning summer projects and getting into vacation mode. With co-op advertising, that gives us a raft of new things to focus on and new brands to explore. Think of the things folks do in the summertime and then focus on the brands of products…
Proof of performance documentation and reimbursement claiming is the last hurdle in the co-op advertising process for all brand dealers and often a sweet service opportunity for their media partners. Sadly this often presents multiple challenges for the sales rep in pulling together the tear-sheets, screenshots, URL reports, and media invoicing necessary for the dealer to…
For the last few years Mary Meeker and KPCB’s Internet Trends Study has identified a significant gap between media time spent and advertising spend on digital media. According to the latest study, half of consumer time spent is with digital media while digital only receives about 30% of ad spend. While a compelling finding, other…
Digital technologies have led to many new marketing solutions and analytics tools and are making the Chief Marketing Officer’s (CMO) job much more complex. Still, many are moving fast to invest in these tools in order to better target and measure advertising and marketing efforts. According to a Korn Ferry study, about 8 in 10…
Today we hear from Marquette Group, a cross-channel, digital agency managing marketing and advertising efforts for a long list of brands, including Edward Jones, ServiceMaster, Bank of America, Roto-Rooter and Nationwide Insurance. The Company began in 1963 as a Yellow Pages agency and over the years has successfully made the transition to digital. Marquette Group…
Business owners today see all the different ways that consumers are seeking out, discovering and considering local businesses, and they don’t know where to start their marketing efforts. In our column for Search Engine Land this month, I offer my 10 tips for best positioning local businesses in today’s ever-changing local search environment. These include:…
A recent infographic from Docstoc notes that there are 28 million small businesses in the U.S. While the ad spending power of SMBs pales in comparison to national brands, marketers see a tremendous opportunity with SMB advertisers because of their strong numbers and need for local ad solutions. As the local advertising space continues to…
In recent years, consumers have embraced the use of smartphones and tablets as part of their daily routines. So it’s no surprise that as more people “get connected,” they are relying more on their mobile devices when making local purchasing decisions than ever before. The Local Search Association today is releasing new data, compiled as…
After interviewing executives from a range of advertising agencies, platforms and experts including R/GA, Sears, Twitter, Microsoft, YP, Groupon, Mashable and the IAB , we found that there is still a lot of confusion around what “local” actually means. Overall, the feeling is that the local space isn’t clearly distinguishable from advertising as a whole,…
