Wednesday, January 02, 2008
2008: The Year of Living Locally
As I've been saying, local online advertising is ripe for the picking, and analyst firm
Borrell Associates is in lock step with yours truly.
A new report by the firm says that local advertising will increase 48 percent this year to $12.6 billion. Search will be nearly half of that spending at $5 billion, while video ads will be nearly $1.3 billion according to Borrell.
Borrell says that automotive, recruitment and real estate, are the biggest markets, and political marketing will also take a more local flavor in this election year. But I bet that dentists, contractors, accountants and cleaning services will all wake from their slumber and move away from the Yellow Pages and local TV and newspapers to the Net.
Online marketing is easier to track and costs a fraction of print and broadcast, and that's why these media companies should be vigorously defending their turf online before Yahoo, Google and YellowBook.com eat their lunch.
Posted By John Gartner at 07:47 AM
Permanent Link: 2008: The Year of Living Locally
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(2) Comments on 2008: The Year of Living Locally
I noticed your comment about local businesses moving away from Yellow Pages, and I completely agree. I don't think they'll leave them behind, just that they will migrate to something similar on the web. Ok, so we already have electronic yellow pages but I'm talking about something in which they have more direct and immediate control and which benefits from the power of peer production and review like The Brownbook (http://brownbook.net). The big yellow pages companies will have a hard time moving to something so open because their revenue comes from paid advertisers, and who's going to advertise with a service that also allows customers to write that they thought the customer service was cr*p (<a href="http://www.brownbook.net"> www.brownbook.net</a>)
Comments by David : Wednesday, January 02, 2008 at 10:31 AM
This is putting a wake-up call for most smarter Small to Mid-sized businesses.
The need for customized campaigns are even in greater need than before. As working for an SEO / SEM, "white hat" firm in Houston Texas, I can tell you that one very big mistake in SB-MB starting SEO programs is doing it in house or trusting a webmaster or friend / programmer, a design firm etc. SEO and all that it takes is more, you need to understand your customers' motivations aren't the same as your own, then build a comprehensive marketing campaign built around what your customers want. This is foolishly thought by most businesses to be good enough if they have a man or two from time to time help them or manage it monthly. The real truth, is a dedicated budget, properly managed by a certified company who allots you a team of experts for your campaign is the way to go. The larger company's would hire 20-30 of experts like those at our firm and dedicate them to SEARCH, the smaller and mid sized company's best bet is to hire a team of professionals to manage it for them. Too many times, their trusted WEB-MASTER or other IT man, certified or not sells them on the idea of a 1-2 man operation is all that is necessary for the success of online search programs... that's usually an expensive mistake or at best, they do well in their eyes, and don't realize what else can be done when you have a whole team of professionals working to ensure your success, each one trained in a specific aspect of SEARCH / SEO marketing.
Comments by Robert Alexander : Saturday, January 05, 2008 at 06:54 PM
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