As print newspaper advertising continues its downward trend there are lots of questions about where to move those local advertising dollars. The simple answer is to go online but online is a big place.
Here’s a good chart from the IAB that may help you think through what it means to go digital locally.
The clear format winner in past years and still growing is search advertising because it works so well, especially locally. Enabling your retailers to use great brand creative and co-op dollars to buy local search campaigns is a sure winner. Google search is very good at linking interested consumers with your nearby best dealer for a fraction of the cost of the money wasted on local print newspaper ads.
When all of this happens online through an ad builder system that automates the buy with Google and hosts the landing page, you can track every click along the way and thereby improve your ROI constantly.
Display-related works well too for many of the same reasons. A dealer can place a banner ad in a local paper, that links to a landing page full of your content that has been customized by the dealer and hosted in the online ad builder system. The template system makes it easy to control the brand and monitor your co-op dollars.
It’s a no-brainer. Go local, go digital…go now!