Local

Local advertising is not just for small businesses anymore. Fueling this change: 24/7 access to technology that's shifting consumer behaviors and giving brands more options than ever before to connect with consumers. Brands can now deliver targeted experiences that leverage insights about location, behavior, social context, device capability and more. To help you stay on top of it all, industry experts examine emerging trends, highlight successful strategies, and give concrete examples of who's doing great things with local.

localizing-social-media

4 Steps for Localizing Your Social Media Approach

Aug 20, 2014 - Localizing the social media approach of a global brand can be tricky, but it's extremely important to a brand's success. Here are four tips for how to use social media to localize your company. Comments

Google Targets Local With Latest Algorithm Update

Localized Search Aug 8, 2014 - Recently, Google introduced a new algorithm change aimed at improving local search results. Here's a look at the changes and how marketers can make the algorithm work for their businesses. Comments

6 Reasons to Consider Local Marketing as Part of Your Advertising Campaign

local Jul 18, 2014 - When used in conjunction with savvy social media marketing tools, local marketing tactics can help you reach new and conversion-ready audiences. Comments

Location, Utility, and Relevancy - the Magic Combination for Brands on Mobile?

Mobile Targeting Jul 8, 2014 - There's a real opportunity in the digital space for brands to merge location-based data, utility, and relevance to create apps that provide great value to their consumers' lives. Comments

Google My Business – A Step Forward or Lipstick on a Pig?

Welcome to Google My Business Jun 30, 2014 - Google's new local marketing platform is a small step forward to help the tech giant to engage with small businesses. Here's a deeper look at its functionality. Comments

PCs, Tablets, and Mobile Phones Each Play a Different Role in Local Search

mixed mobiles Jun 2, 2014 - Marketers must match their content on a specific device to the types of information consumers most often access through that device in order to guarantee the best conversion rate. Comments

How to Speak Your Customers' Language With Localized Websites

live-chat May 12, 2014 - While English is the most commonly used language online, most Europeans prefer to buy things in their own languages. Here are three ways to localize for an international audience. Comments

Local Misdirection - Would You Give a Customer a Wrong Address?

local-search-marketing May 5, 2014 - While you wouldn't think to give a customer an incorrect physical address, you need to make sure your digital "addresses" are correct, too. Comments

Local Innovation - What's the Next Big Thing?

local-innovation Apr 7, 2014 - A look at a few promising items on the "bleeding edge" of technology that could very well be the "next big thing" in local: wearables, multi-touch attribution, and visual search. Comments

VIDEO: Localizing Groupon for Indonesia

groupon-indonesia Apr 2, 2014 - Indonesia's landscape is possibly the most attractive in the world. In this video, the Groupon Indonesia chief executive explains why and how the daily deals site localizes for the country. Comments

SXSW 2014: Mobile Saturday - Location-Based Marketing

burby-panel-sxsw14 Mar 17, 2014 - A panel at this year's South By Southwest prompted discussion about many facets of mobile location-based marketing, including relevancy, technology, privacy, and thinking beyond advertising. Comments

10 Ways to Localize Digital Marketing in China

china Mar 13, 2014 - These 10 marketing tips include everything from how to build a local website to running localized keyword research, using local yellow pages, and more. Comments

Avoid These 6 Common Mistakes in Global Marketing

cokeline Mar 11, 2014 - It's easy to overlook the details in internationalization that could make or break your campaign overseas. Consider these potential mistakes when reviewing your own global strategy. Comments

When Is a 4-Star Rating Better Than a 5-Star Rating?

rating-shutterstock-95739796 Mar 10, 2014 - The answer? "Almost always." The reason is simple; consumers do not expect a business to be perfect. The key the consumer is looking for is how the business engages with consumers that leave less-than-stellar ratings and how they work with the consumer to resolve their issue. Comments

The Power of Location-Based Offers and Relevance

uber-cosmo-vegas-promo-clickz Feb 17, 2014 - Marketers are starting to take advantage of information available to them and instead of doing blanket vanilla marketing for everyone, they are starting to tell more relevant stories based on what they know about their audience. Comments

Facebook "Can't Buy Me Love" - Now "Likes" on the Other Hand...

Facebook thumbs up Feb 10, 2014 - Can Facebook's own advertising and promotion products be beneficial for local businesses? Here's a look at one business' campaign, and the results. Comments

Bridging Digital & Physical – The Potential of Leveraging Beacons

local Jan 21, 2014 - The future looks bright for the marketers who will enjoy a more holistic view across channels and greater ability to take action, thanks to beacon technology. Comments

2014 Local Marketing Checklist

black-friday-checklist Jan 13, 2014 - 2014 will be a breakout year for integration across all aspects of the consumer engagement path to purchase. Are you ready? Comments

Dear Santa: A Google Wishlist for Local Marketers

santaonlaptop Nov 18, 2013 - Columnist Gregg Stewart has a few suggestions for Santa this year, to help local marketers get more out of Google+, Google Maps and Places. Comments

Will Recent Google Updates Help or Hurt Your Holiday Marketing Plans?

pla-cpc Oct 21, 2013 - Recent changes by Google may have some impact on your holiday marketing campaigns. Gregg Stewart explains. Comments

Counting Offline Conversions from Online Advertising, Made Easy

abacus accounting Sep 24, 2013 - Measuring online advertising’s impact on offline conversion is hard work, but not impossible. Once the exercise is completed, we end up with reliable media effectiveness projection models that can be used to guide ad expenditure and media planning. Comments

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