National Brands Wrestle with Local Online Advertising Pitfalls
Big brands are engaged in local marketing, but can't settle on approach.
Big brands are engaged in local marketing, but can't settle on approach.
A new study from Sterling Market Intelligence shows that while big brand advertisers are interested in local online advertising, they are struggling with how to go about it.
Nearly half of national advertisers reported that at least 25 percent of their online marketing budget goes to local targeting. Yet national brands remain confused about how to accurately measure ROI for their local online ad efforts.
That confusion is driving companies to test a hodgepodge of measurement techniques in an effort to find out if in-store sales are being driven by online ads, said Greg Sterling, principal of Sterling Market Intelligence.
“There was a surprisingly large percentage that were doing some sort of geo-targeting, and they were using lots of different traffic sources, different ways of measuring success and different tracking terminologies,” said Sterling. “I interpret that to mean they’re struggling.”
The study shows local online marketing is more difficult in some regards than national advertising. “Ideally, you’d want to tailor your message for every market you are in and that makes everything more labor-intensive,” he said.
The study, conducted by Sterling Market Intelligence, was commissioned by Marchex, a local search and advertising company. It included 67 national and 33 regional marketers.
“The Internet allows you to track keywords, in a search campaign, to a shopping cart,” said Sterling. “But if you are talking about conversions that happen off-line, that’s harder to track. There are different methods being used, including coupons, phone tracking and map views that people are using as proxies.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article