Increasing trends of local marketing!

Increasing trends of local marketing!

The companies have been adopting various new strategies to attract more and more local customers, and this trend is expected to continue for years. This has been helped by the maximized use of computers and Internet, where running an advertisement in the local newspaper is no longer enough to expose your business to your target market. Online local marketing has proved to be a cost-effective method that can cover a wider scope of your target market, and also the global market.

Local marketing: A profitable tool for businesses.

Since past many years, the small and big enterprises have been using both local and non-local marketing, but it has been found that the companies who opted for local marketing, earned more revenue.

Graph - 1

The graphical representation shows that only 35.2% of share was given to local marketing in 2008, while non-local marketing stood at 64.8%. Still the result was more inclined towards local marketing, which reflects in the revenue, showing 45.6% revenue from it, while non-local sources remained at 54.5% only.

It is expected that the businesses will be focusing on the market with 49.2% on local marketing in 2013, which is expected to give a return of 61.3%.

 Graph – 2

 

The above data shows an increasing trend of local marketing with the use of cell phones, directory
assistance, social networking site, local-search sites, IYP sites, search engines, and other printed directories. While a decreasing trend can be observed for a print YP or WP directory.

 Graph – 3

          Stark Generational Differences Exist When It Comes To Local Search Channels

“Which method(s) do you use for local search?”

Internet accessed from a PC	Print Yellow pages	Others	Internet from a cell phone	Directory assistance (dial 411)	Text message from a cell phone

                                       All          Gen Y          Gen X           Boomers          Seniors

Base: 3,622 US online adults who have searched for local information in the past three months (multipe responses accepted)
Source: North American Technographics® Media And Advertising Online Survey, Q2 2009 (US)

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A survey was conducted by North American Technographics and Advertising Online Survey, for Q2 2009, which showcases the type of local search conducted by the people belonging to different generations. Here 3,622 online adults from the US were taken into account who searched for local shopping information in the past three months. The data shows that all generations opted for Internet accessed from a PC, which stood at first rank with more than 85%, and then follows printing from yellow pages. 

 

 Graph – 4

 

 The Relative Popularity Of Search Topics Is Consistent Across Generations:

	All	Gen X	Gen Y	Boomers	Seniors
Local restaurant	45%	42%	46%	47%	44%
Local event/movie	40%	41%	42%	41%	30%
Local retail store	35%	31%	34%	39%	29%
Grocery store	22%	22%	21%	24%	19%
Doctor/dentist/health clinic	21%	21%	23%	20%	18%
Home repair services	14%	8%	14%	18%	17%
Pet care	14%	14%	13%	17%	9%
Car repair	13%	15%	13%	13%	7%
Realtor	8%	9%	9%	9%	4%
Insurance agent	8%	8%	8%	8%	9%
Landscaping service	5%	4%	5%	5%	6%
Hair salon/barber	8%	11%	9%	5%	5%
Lawyer/accountant	5%	5%	5%	9%	3%
Moving/storage	4%	7%	4%	3%	2%
ing services or special events	4%	9%	3%	2%	0%
None of these	23%	23%	22%	22%	31%

“In the past three months, which of the following have you searched for either online or offline?”

 

Base: 4,706 US online adults
(multiple responses accepted)
Source: North American Technographics® Media And Advertising Online Survey, Q2 2009 (US)

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The statistics show a break up of the percentage of the relative popularity of search topics that depicts how different generations searched either online or offline in the past three months. The data was also was found to be consistent among all generations.

According to the research, it has been found that Google dominates the local search market for both PC-based and mobile-based local searches. Out of 10, 7 local searchers on a PC use Google or Google Maps for their queries. 60% of US consumers who conduct local searches from a mobile phone, make use of Google, followed by 26% who use Yahoo! or Yahoo! Local.

Make sure that the local advertising is user-friendly such that the the products are easy to find and the  consumers get easily impressed by them. If you opt for Internet marketing, you can use search engine optimization strategies, link building and social media outlets to make advertising more effective.

Summary: The companies have been adopting various new strategies to attract more and more local customers, and this trend is expected to continue for years. This has been helped by the maximized use of computers and Internet, where running an advertisement in the local newspaper is no longer enough to expose your business to your target market. Online local marketing has proved to be a cost-effective method that can cover a wider scope of your target market, and also the global market. If you opt for Internet marketing, you can use search engine optimization strategies, link building and social media outlets to make advertising more effective.