The Local Web for Channel Organizations

The time has come for channel organizations to acknowledge the importance of The Local Web and provide their resellers the tools to capitalize on it.

The "Local Web" is the integrated, growing ecosystem of online media channels that collectively drive online local marketing.

Consider these statistics:

• 82% of local searches follow-up offline via an in-store visit, phone call or purchase (TMP/comScore 2009)
• 61% of local searches result in purchases (TMP/comScore)
• 54% of Americans have substituted the Internet and local search for phone books (comScore Networks)
• 20% of all online searches (2.8 billion queries/month) and 33% of all searches via mobile web have local intent (Google 2010)

Online media is gaining importance in the marketing mix because of its cost-effectiveness, the ability it gives marketers to interact on a more personalized level with their customers, and its ability to reach consumers when they’re searching for products and making comparisons.

To fully take advantage of the opportunities of the Local Web requires comprehensive strategic planning instead of one-off campaigns in individual markets. Most National Brand Channel Organizations do not have the resources required to manually manage local executions, and their channel partners do not have the marketing sophistication to manage their campaigns at the local level. That’s where local marketing automation can help.

Download the white paper: The Local Website: Improving Channel Organization Marketing Results