Local Search: Opportunities for National Marketers

In this webcast, Greg Sterling will discuss the latest developments in the Local Search landscape and how successful brand marketers can – and must – take advantage of local search in their overall marketing efforts. He’ll provide an industry overview, as well as examples of what works – and what doesn’t when national brands turn to local search marketing. More webcast info below…

Speaker: Greg Sterling, Sterling Market Intelligence
Event Date:February 25, 2009
Duration: 52 minutes

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More Webcast Details

As search – and searchers – becomes more sophisticated, local search continues to be a popular choice for consumers who are ready to buy. For national marketers, local search is now an important piece of any strategic marketing plan.

While general search can deliver brand awareness, local search drives the online-offline conversion, delivering customers to your doorstep.

How does a large, national brand take advantage of search at the local level – particularly when marketing budgets are tight? How do you track offline conversions that began in an online search? As consumers become more adept at searching online, how do marketers keep up with the shifting behavior? Are Internet Yellow pages the way to go – or should you consider a combination of print and online advertising to maximize your offline sales.

In this webcast, Greg Sterling will discuss the latest developments in the Local Search landscape and how successful brand marketers can – and must-take advantage of local search in their overall marketing efforts. He’ll provide an industry overview, as well as examples of what works – and what doesn’t when national brands turn to local search marketing.

Greg Sterling, local and mobile search correspondent for Search Engine Land, has been covering local search for more than six years. He is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace. He also co-chairs Search Marketing Expo – SMX Local + Mobile.

Sponsored by TMP Directional Marketing

This webcast is sponsored by TMP Directional Marketing (TMPDM), a print and digital marketing agency, offering online, offline and mobile advertising solutions to top national brands. Combining its years of success in Yellow Pages advertising with online search expertise gained as a former unit of Monster.com, TMPDM serves hundreds of clients, including more than 100 Fortune 500 companies. TMPDM’s local expertise stems from knowing the local nuances that help national merchants target and reach local customers. From tracking and profiling online consumer behavior to managing and executing search campaigns, TMPDM’s interactive services are highly measurable delivering large national advertisers cost-effective, track-able leads. For more information, visit www.tmpdm.com.

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