National Brands Marketing Local

Wednesday, June 25, 2008
- 1:00 PM EDT (10:00 AM PDT)

Speaker: Greg Sterling, Sterling Market Intelligence and Search Engine Land

Webcast Details

The majority of consumer transactions take place offline, yet the Internet influences more of them every day. This is the true opportunity for “local search”: tying consumer Internet research to offline conversions.

As consumers become more sophisticated and targeting and tracking capabilities continue to evolve, local search is becoming a more critical channel for all marketers. We are, in many ways, in Act II of Local Search. According to a recent comScore study, 82% of Local Searchers follow up offline via an in-store visit, a phone call, or a purchase. Of these, 61% end up making a purchase.

The implications for marketers is significant: how do you track offline conversions that began in an online search? How does a large, national brand take advantage of search at the local level? 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 brand marketers — of any size — can take advantage of this evolving channel.

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.