Try to remember the last advertisement you saw. If you’re reading this on a computer, you might see one in your browser at this very moment. Online advertising is incredibly pervasive. Google is an advertising company masquerading as a search engine company. Alphabet, Google’s parent company, collects 80 percent of its revenue from advertising. Google ads generated $147 billion in revenue last year. But! Traditional advertising is still incredibly important. Digital advertising in the US only became more prominent, in terms of spend, than traditional advertising in 2019. There’s still over $100 billion being spent on traditional channels each year. Traditional advertising includes billboard advertising, brochures, TV commercials, grocery store advertising, radio, and many more media. It’s a diverse group. You also have to think about the focus of these ads, whether traditional or digital. There are national ads, there are local ads, and there are hyper-local ads. For example, restaurants often purchase advertisements locally on Yelp, targeting users within a particular group of zip codes near that restaurant. On a platform like LinkedIn, businesses might purchase advertisements nationally but focus on certain user professions. Then there are physical advertisements. A company might run a billboard campaign across the entire country without changing the content for specific localities. A local business might rent one or two billboards in their area. Which one of these campaigns will be more effective? Well, it depends on what metrics you’re using to measure success. It’s entirely possible that a small, focused, local advertising campaign could be more effective in terms of dollars spent versus customers acquired than a national campaign.
The Benefits of Local MarketingTo make one thing clear: you do not need a massive budget to advertise your business. That, more than any other reason, is why local advertising shines. So whether you’re purchasing a couple of local radio commercials, a Cartvertising run, or a local newspaper advertisement, the price should be within your advertising budget. If you’re on the fence about whether you want to even spend any money on marketing at all, here are some statistics that should make you more comfortable:
- Almost 90% of customers who make local searches from a mobile device take action within a day, including calling the business or buying something.
- Nearly 60% of senior marketing specialists believe local marketing is key to an enterprise’s profitability and growth