National Brands Survival Guide to Local Search: Proven Strategies to Capture the Local Opportunity

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The convergence of technology and time-pressed consumers has spurred tremendous growth for local search and its multitude of applications. The Internet has become a critical research and shopping tool for many U.S. consumers, who now move comfortably and freely between a wide variety of media channels. Yet whether due to a lack of resources or expertise, most national advertisers have not integrated local search into their online marketing strategies.

This report explores the marketing opportunities that local search offers to national advertisers, including current trends in consumer buying behavior, and provides five proven strategies that national brands can use to successfully integrate local search into their online marketing plans.

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