The Local Web White Paper
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What Is the Local Web and Why Should It Matter to National Brands?
As the number of U.S. Internet users and mobile device owners continues to increase, so too does the amount of online advertising channels available to local marketers who are looking to capitalize on this growing audience. The “Local Web” is the name for the integrated, growing ecosystem of online media channels that collectively drive local online marketing
National brands’ traditional online tactics do not effectively penetrate the ecosystem elements of the Local Web. In order to gain traction in the Local Web, brand marketers must consider all of the ecosystem elements of the Local Web and strategically decide:
- Which ones to address (i.e. How much can they impact local marketing success?)
- At what level they should be addressed (i.e. heavy involvement vs. low involvement)
- How they will be addressed (i.e. manually vs. automation)
- Who will address them (i.e. brand marketer or local marketer)
- When to address them (i.e. short term, long term, as needed)
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