The Kelsey Group predicts local online video ad revenues to hit $1.5 billion by 2012. Who will benefit the most from this revenue increase? Most likely Internet Yellow Pages with thier small-medium sized advertisers that are capitalizing on user demand for local online videos.
I’ve just come off the road from numerous meetings with national and regional advertisers. One common area of interest among advertisers seems to be: how to best communicate to the online audience.
Should a company focus on building their messaging around their brand image, or on driving direct response via their Web site and online media? At the risk of annoying my SEO department, who are happy to pack a keyword into every section of a Web site (no doubt necessary), the answer is both. Branding and direct response messaging can co-exist online, as both are vitally important to short- and long-term sales creation.
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Have you ever wondered how the search engines’ algorithms rank sites within local search? Or better yet, what criteria are the algorithms considering and how important is each? I know my team members and I have talked about it before and have speculated and hypothesized what ranking variables the search engines consider and which the search engines find more important.
How do national brands take advantage of search at a local level? Join TMP Directional Marketing and Search Marketing Now for a webcast June 25th, 2008 at 12 PM CST and learn how your national brand can take advantage of local search.
ZipLocal, a Canadian-based IYP, will become the first and only fully integrated North American local search solution. They came to this decison keeping in mind that the US market is 20 times larger than the Canadian market. It should be interesting to see if ZipLocal can compete with the current IYPs that dominate the US marketplace and how they set out to differentiate themself.
AT&T is in the final stages of releasing YellowPages.com mobile for the iPhone, an innovative GPS-enabled application that combines local search with social networking capabilities, giving users the ability to search for information, share reviews and plan activities with friends, neighbors and co-workers.
This week we explore advertiser strategies for winning the local search battle. Let’s start with what is not local search.
If your agency or internal marketing personnel state: “yeah don’t worry, we have local covered; we broad matched all your keywords, so we pick up anyone searching with geographic/local terms,” it’s time to get worried. That’s sort of like saying “we have every local market covered because we advertise on the Super Bowl … all local consumers watch the Super Bowl.”
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