SeoPapers - article Marchex Releases Advertising Report Findings

Seattle, Washington - (Cheap Web Hosting Directory) - October 3, 2008 - Local search and advertising solutions firm, Marchex, has reported the results for a study outlining the challenges of targeted national advertising, conducted by Sterling Market Intelligence.

Nearly half of the national advertisers surveyed are currently pursuing local online advertising, and more than 40% are dedicating at least a quarter of their online marketing budget to local targeting. However, their utilization of local online advertising is impeded by confusion about the best tactics and traffic sources to use, and how to effectively measure the results and return on investment (ROI).

Greg Sterling, Principal of Sterling Market Intelligence remarked, ''The data shows that national advertisers clearly understand the Internet drives in-store sales and they've begun to integrate local into their marketing mix. However, they're all over the map in terms of traffic sources and success metrics; there's a general absence of consistent tactics and understanding of best practices for local.''

Key insights from the study include:

-- Almost half of survey respondents report that at least 25% of their in-store sales were driven by online marketing

-- More than half of respondents are using different messaging or tactics for different geographic or local markets

-- Only 10% of respondents are targeting down to the DMA, city or ZIP code level

In a free Webinar titled 'Local Online Advertising: Strategies and Tactics Every Company Should Know,' Sterling discusses his findings as well as present case study data reflecting success stories. Afterwards, Ed O'Keefe, VP of Performance Marketplaces at Marchex, will provide best practices and data-driven tactics that advertisers can use to succeed in online local advertising.

Mr. O'Keefe remarked, ''National advertisers are clearly trying to leverage local online advertising to increase local leads and drive sales, but this study shows they're having a tough time figuring out what's working. The good news is that there are techniques and products available, such as business profile pages and call-tracking, to help advertisers drive local leads online and track effectiveness of their local online advertising efforts.''

Best practices O'Keefe will cover in the Webinar included:

-- The importance of diversifying traffic sources beyond paid search and how to manage them

-- How to use landing pages to drive leads to specific locations and markets

-- How to track and analyze all consumer actions -- including calls, emails, form submissions, map prints and coupons -- resulting from local online advertising efforts including to determine results and ROI

-- How to most effectively tailor ads to local markets and use local call tracking numbers to measure and help generate more calls

To help advertisers evaluate their local online advertising needs and objectives, Marchex has created a sample 'Request for Proposal' (RFP) highlighting questions advertisers should consider when designing their programs and selecting a local advertising provider. Also available for download are the results of the survey covered in today's Webinar. The survey results and sample RFP can be downloaded after the Webinar. A replay of the Webinar will be available within 24 - 48 hours afterwards and can be accessed by visiting: searchmarketingnow.com/on-demand.

The study, conducted during September, 2008, surveyed 150 national advertisers or agencies that offer products and/or services through local outlets, dealers, franchises or branded stores across more than one state. The study examined advertising budget allocations, local online advertising strategies and tactics, and ROI perspectives on national advertisers' local online advertising efforts.

-- 63% had an annual marketing budget or more than $1 million

-- 70% had national revenues in excess of $10 million

-- 78% have been in operation for more than five years

-- 67% had a presence in all 50 states

Sterling Market Intelligence is a consulting and research firm founded by analyst Greg Sterling in 2006. It tracks the Internet's impact on offline purchase behavior, and advertiser efforts to adapt to a fragmenting consumer marketplace. Sterling is also a senior analyst for Opus Research's mobility program: Local Mobile Search.

Marchex is a local search and advertising company. Marchex's innovative advertising platform delivers search- and call-based marketing products and services for local and national advertisers. Marchex's local search network, one of the largest online, helps consumers make better, more informed local decisions through its content-rich Web sites that reach tens of millions of unique visitors each month.

To learn more, please visit: www.marchex.com.

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