Mar 12, 2012 at 10:00am ET by Myles Anderson

The findings of this year’s Local Consumer Review Survey (2012) show a positive shift in consumer trust and appreciation of online reviews. Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business. About The Local Consumer Review Survey 2012 This online survey was conducted between 15th January – 1st March 2012. A set of 18 questions were put to a survey panel of 4,500 local consumers located in US, Canada and UK. We received 2,862 responden [...]

Report: National Marketers Love Local, Fail At Basic Tactics

Feb 6, 2012 at 11:18am ET by Greg Sterling

GMS Local, an initiative from GroupM focused on local search and local digital strategies, recently conducted a survey of national marketing executives (mostly in the retail sector) about their localization strategies and tactics. The survey was fielded in September and November 2011. What the agency found was considerable enthusiasm for local-digital marketing. Yet there was also a surprising lack of sophistication in many of their tactics. GMS Local found that most of the respondents spent more on local vs. national advertising and more generally on digital than traditional media marketin [...]

Mobile: The Ghost Of Future Local SMB Marketing

Dec 26, 2011 at 11:11am ET by Andrew Shotland

"If I could work my will, every idiot who goes about with 'Local Online Marketing" on his lips, should be boiled with his own pudding, and buried with a stake of holly through his heart. He should!" - Ebenezer Scrooge Tis the season to contemplate the future of the local Web marketing for small businesses (SMBs) my friends. For all of you tight-fisted hands at the grindstone, 2012 is loaded with opportunity. But are you going to be a Marley, the walking dead bogged down by the chains of your past, or a reborn Scrooge, dancing in the streets in your pajamas? "There is never enough time to [...]

Paid Search Drives $6 In Local Sales For Every $1 In Online Sales — Study

Dec 10, 2011 at 9:52am ET by Greg Sterling

Annual US retail spending is roughly $4 trillion according to the US Commerce Department. And while e-commerce is growing very rapidly, it remains less than 5 percent of total retail sales. Historically, most search marketers have focused almost exclusively on e-commerce sales. But a new study finds that the real impact of paid search is offline. Six-to-One Impact in Offline Stores Based on two years of research conducted by retail marketing firm RevTrax, the study discovered that "for every $1 of e-commerce revenue generated from paid search, marketers can expect to see approximately anothe [...]

Euclid Offers “Google Analytics For The Real World”

Nov 4, 2011 at 10:48am ET by Greg Sterling

Yesterday Euclid Elements, a relatively new firm founded by some of the people behind the product that became Google Analytics, announced a $5.8 million first round of funding. The company is seeking to enable retailers and business owners with physical locations to measure things like foot traffic by time of day, average customer time in store, loyalty and lift of online promotions, as well as the effectiveness of window displays and other metrics. Conceptually none of this is entirely new. There are a range of "analog" companies and methods that measure retail foot traffic. However Euclid [...]

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