Are Local Advertisers Going Local Online?

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As your clients become more astute online, they should be able to target local online but are missing opportunities because they remain confused about the best tactics, traffic sources and measurement tools available, according to a study from Marchex, Inc conducted by Sterling Market Research.  Seems like the local and national advertisers are having the same problem.

"More than 70% of the 150 national advertisers surveyed say they currently are doing e-marketing. Among these, nearly half are pursuing local online advertising, and more than 40% are dedicating at least a quarter of their online marketing budgets to local targeting."

The study goes on to say that :" Despite growing interest, however, few local advertisers are directing ads below the state level. Only 10% of respondents target down to the DMA, city or ZIP. In addition, advertisers are distributing ads across a wide range of sites, including search engines, directories, newspapers and verticals, and marketers, with limited success metrics to measure campaign effectiveness. Among the biggest challenges to going more local, cost (33%), lack of traffic to local sites (31%) and difficulty measuring ROI were cited by advertisers most often."

Seems to me that as experts in advertising we can surely help these clients bridge the gap in knowlege and guide them through succussful campaigns.
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