The Local Web

THE LOCAL WEB THE SINGLE LARGEST OPPORTUNITY FOR NATIONAL BRANDS 73 online search activity is related to local content The Local Web is a growing ecosystem of online media channels collectively driving local awareness & sales. Group deal use is up 33% by SMB between June & December 1 2011" +→ G LOCAL SEARCH Yuloor Go gle bing consumers are more likely to use a local business it it has information available on a social media site DAILY DEALS In June 2011 foursquare reported hitting 10 million users Gowall SOCIAL MEDIA LOCATION. BASED Gartner predicts mobile phones wil overtake PCs as the most common web access device worldwide by 2013 LOCAL WEBSITES 59al local-business searchers Agree that ratings & reviews are important while searching for a business LOCAL REVIEWS* .... MOBILE (THE HUB FOR ALL LOCAL MARKETING) LOCAL MARKETING MATTERS BENEFITS OF LOCALIZED MARKETING A transformational shift is underway as new media channels & shifting consumer behavior change the way brands market MSIONE 96/% 82 FOLLOW-UP OFFLINE VIA VISITHEALsE THE # OF MEDIA SOURCES5.2 10.4ONS) % OF LOCAL INTERNET SEARCHES GREATER CUSTOMER RELEVANCE, RESPONSE & RETURN INCREAS IN 2011S12 MONT IN 2011, MORE THAN Ş1.1 TRILLION IN RETAIL SALES COULD BE ATTRIBUTED TO WHAT IS REFERRED TO AS "WEB-INFLUENCED" PURCHASES, DEFIMED BY FORRESTER AS OFFLUNE RETAIL SALES THAT ARE INFLUENCED BY ONLINE RESEANCH. 39% USED BY CONSUMERS A IN 2010 BETTER CONVERSATION & CONNECTIVITY AMONG CUSTOMERS 29% 40F MARKETERS BELIEVE LOCALIZED MARKETING 49 SESSENTIAL TO BUSINESS GROWTH IMPROVED LOYALTY & ADVOCACY DIGITAL MEDIA IS EXPECTED TO REPRESENT 27% 23.6%OF ADVERTISING BY U15 BRAND DIFFERENTIATION, DISTINCTION & PREFERENCE BUILD YOUR LOCAL MARKETING PLAN STEP 1 STRATEGY STEP 2 STEP 3 TACTICS STEP 4 MEASUREMENT LOCAL WEBSITES Determine role of local marketing in national strategy Develop local websites; automated content capability i an advantage Use local web media channels to reach consum- ers locally & drive traffic to local websites & dealers Use local marketing to learn, modify & increase marketing ROI Sources: 1 CMO Council 2011 Localize to Optimize Sales Channel Effectiveness, 2 TMP/ComScore 2009, 3 BIA Kelsey, 4 Google/Shopper Sciences, Zero Moment of Truth Macro Study Local Marketing. Autonated. To in Store Search's Role In The New Betail Shonetudies, US, April 2011,5 GroupM Search with Kantar Media Networks/TMP Directional Marketing, 10 Merchant Circle's 7th SMB Survey, Dec.2011 Compete: From Intent Balihoo Profile, Oct 2011,6 Google, 7 TMP/15 Miles, 8 Gartner 2010,9 comScore