While much of the conversation in the local media space is being dominated by targeting, automation and the increasingly confusing and competitive space, little attention is being given the importance of creative. While new technologies and tools are changing the way marketing messages are delivered and received, interesting, creative and engaging messages are just as…
We at the Local Search Association just released a free whitepaper that explores the evolving Last Mile Advertising environment for the insurance category. We took a look at a variety of data sources to find out how consumers are looking for information on local insurance providers and ways that providers can reach and engage them…
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…
Despite the growth of e-commerce and online shopping, in-store purchases still reign supreme. For that reason, according to a BIA/Kelsey study, SMBs voted in-person interactions as “excellent” lead sources more than any other lead source, except for calls, which received a comparable amount of votes. The Internet and other digital technologies have transformed the way consumers…
Indoor location marketing is a promising way to reach consumers when they are extremely close to the point of purchase. While there are some privacy concerns to consider, indoor location is already winning over major retailers and brands as a new way to connect with relevant, on-the-go consumers. As an intro to how it all…
Building rapport and gaining visibility within a community can be difficult for SMBs if they are not targeting through the right media at the right time. To ensure a successful message, it is important for SMBs to first understand who to target, and then also when to target them. Bing recently released a study that…
With programmatic ad buying increasingly pulling ad dollars from other media – and now projected to overtake search advertising revenues by 2016 – publishers have been singing the praise of native advertising in order to compete. For instance, Forbes reported that BrandVoice, the publication’s native ad platform, will account for 20% of total advertising revenues…
National brands are key contributors to local advertising spend. According to BIA/Kelsey, national brands are responsible for almost 40% of all local media advertising spend. In mobile, which is inherently local, national brands are expected to make up 70% of all mobile advertising by 2018. Yet even with the tremendous spending power of big brands,…
Selling new digital marketing solutions to SMBs has proven difficult for a variety of reasons – many of which boil down to price. Many SMBs have limited advertising budgets, which are hard for local advertising providers to reconcile with their costs of doing business. But automation is helping to change that. Automating workflows and ad…
While eMarketer estimates that U.S. spending on digital and mobile display ads will grow faster than any other format this year, there is still a lot of debate on the effectiveness of this form of advertising. While these ads can be a strong way to build awareness, they have typically come up short in regards…
