Hopefully, you and your company are way past thinking about the value of the Internet in your retail marketing mix, but if not, here is a little more help.
This report just came out and it confirms what most marketers already know. If you’re trying to sell to consumers who are in households that make more than $75,000, you better be using the Internet.
Also know that household broadband usage makes local search work better. If a household is on broadband, Google has a really good idea where it is geographically and can present a Google Adword based on that location.
Once broadband home usage passed 50% local Google was a no-brainer, now at 87%, it must be an integral part of your media plan. I doubt if 87% of your best customers still get a printed newspaper delivered to their door but you are probably still pushing local newspaper advertising through your co-op policy. I’m not saying you should get rid of newspaper co-op, but you should be encouraging your retailers to use local Google campaigns.
The best way to do that is through a thoroughly modern ad builder. The technology is here for you to easily control your retailers and your brand as they buy local Google AdWord campaigns.