From the Google Blog on July 24, 2009 This is just another advantage to local retailers advertising on Google. We’ve already seen in our studies that by adding the local dealer’s name to a keyword ad the click-thru-rates improve over a national ad and this will help even more. As a brand manager with a […]
One of the the things that it seems to take awhile for people to understand is how local search advertising is different from local newspaper advertising. Many people new to writing a keyword ad for Google Local immediately relate it to newspaper advertising and think you need to have a promotion going or it won’t […]
A recent report by Harris Interactive documents how advertisers are relying less on print advertising and more on Internet and Digital. This just reinforces our view that great brands that have built or are thinking of building marketing communication portals for their retailers should include an Internet component. Or, if you have a portal add […]
A savvy client just forwarded me excerpts of the 2009 digital future project release highlights from the Center for the Digital Future at USC Annenberg School for Communication. He is trying to coax his Fortune 500 company to into the 21st century as it relates to how they use the Web with their retailers. He […]
MAGNA’s Media Advertising Forecast just came out and not surprisingly media spending will fall 14.5% this year but the good news for the industry is that the worst is over. In fact, they see improvement in the second half of this year because the first half was down 18% . In 2010 they predict media […]
A recent study by Borrell Associates entitled Local Ads Moving to Social Networks found that 20% of the ad spend on social networks was from local advertisers. They were surprised as most of us are at thinking that a local retailer could be so savvy to so quickly tap into this phenomenon. They go on […]
A Harris Poll study came out recently and found that the top two methods adult consumers use for gathering information for a purchase decision were using a website (36%) followed by talking to a salesperson (22%) at a local outlet. By comparison the very hot social networking websites like Facebook are only at 4%. If […]
As we get more comfortable and gain confidence searching online, we enter longer search strings. More words in that little window. Trendspotting put together these observations to show how our search behavior has changed over time: Searching for 1 or 2 words has dropped while multiple word searches are increasing. The research also shows that […]
This recent article on local retail advertising: “FSI’s need more localized approaches” is interesting because it reveals the true weakness of print messaging: “one message for all” in large volume give the best print pricing, but it isn’t effective. This article urges retailers to break away from one-size-fits-all and use more customized approaches in print – […]
The advertising landscape at the local level is changing faster and faster as newspapers lose readership and even go out of business. To further add to the changing environment I just read an article about print magazines and how they are failing at a faster rate than ever before. Digging deeper into this phenomenon I […]