Driving Forward > Digital Marketing Blog

Going Local

By

We’ve all heard of localvores, people who are committed to eating locally-produced food. And now more and more consumers have started putting stronger effort into buying locally-produced items. How does this trend translate for us online marketers? Well, how about focusing on locally-produced ads? Or buying more local-specific media?

A study by the Online Publishers Association states that local online media offer significant ad advantage (see Marketing Charts article). Apparently, consumers are more likely to trust and be persuaded by ads found on local newspapers, magazines, and TV sites. According to the article, “the new OPA report looks at consumers who get local information from online city guides, classifieds, magazines, newspapers, portals, television sites, user review sites, or yellow pages.” It also took note of the fact that local sites attract higher concentrations of influencers.

This is not surprising at all, and from personal experience, we do seem to be more inclined to click on interesting offerings that are happening locally… Let’s put it this way: let’s say you’re an events marketing company advertising a food tasting event in Boston. Which ad you think is more likely to get clicked on – an ad on the Yelp.com Boston Restaurants section, or a Run of Site ad on MSN.com? Granted, the Yelp ad will have tighter, more focused targeting, but isn’t that precisely the point of local advertising?

Whether it’s display, video, rich media ads, or search ads, local advertising should have a place in every online marketer’s plan. So let’s jump on this localvore phenomenon and think about supporting not just local food and local items, but also local media.

So hello, Boston.com.

Tags

Media

original images

Standing Out From the Crowd – Owned Images In Search

By

The way people think and process information is changing. Now more than ever, photos and videos—rather than newspapers and books—are the world’s preferred methods of communication. Humans process information visually, and in today’s fast-paced world you have about 50 milliseconds to gain your audience’s attention and trust. The best tool for the job? Striking photographs…

Read the full article

Media

How AI is Reshaping Digital Marketing

By

Artificial Intelligence design studios are opening everywhere, adding to our marketing technology stack choices. Many platforms have already integrated components of AI into their existing marketing system offerings. Clients need to transform digitally, squared Today, clients are asking digital marketing and advertising agencies like Overdrive to embrace more technological change, as their marketing tech stacks grow…

Read the full article

Contact Us

Schedule a presentation. Tell us about your marketing goals. Find our offices. Or, just say hello. We would love to hear from you!

Contact Us   

Infographic

Google World Infographic

Overdrive Google World Digital Marketing Infographic

Visualize the world of Google's companies, technologies, and services. Get the PDF with live links to over 200 assets.

Get Access!   

eBook

The Digital Advertising Guide – 2nd Edition

Overdrive Digital Advertising Guide - PDF

Get your head around the many advertising options available to digital marketers today.

Get Access!   

Presentation

Google Gallery

Google SEO and Search Gallery: 16 Years of Search Results Presentation

Explore how Google’s results page has evolved with 54 images illustrating 16 years of development.

Get Access!   
Dev Tool:

Request: going-local
Matched Rewrite Rule: ([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: name=going-local&page=
Loaded Template: single.php