Total advertising money spent locally is increasing in spite of the fact that traditional local advertising spending is down.
During a recession local retailers think harder about every advertising dollar they spend and it’s becoming clear that they are seeing the value of online advertising according to this survey.
We’ve seen this happening in the real world too and think it’s a good trend because consumers are online and therefore retailers should be there too.
The challenge for brand marketers is to control the brand online locally. The best way to do that is to host, maintain and control landing pages for your retailers. Let them customize a landing page, that is brand friendly and then host the page(s) so you can track clicks and continually improve upon the message.
In fact, if you don’t control the landing pages I don’t see any way you can confidently say your dealers are following your guidelines (what they show you for approval can be changed in seconds).
And, the best place to deal with online advertising for your retailers is inside of a traditional online ad builder.