It isn't just local businesses who want to target local traffic. According to a newly released report from Sterling Market Intelligence and Marchex, national brands are interested in local targeting but the infrastructure to do so doesn't seem to be in place. The study found that about 40% of the national advertisers surveyed were interested in local targeting but most are simply unsure how to implement the metrics they can find about local advertising.

"…National advertisers clearly understand the Internet drives in-store sales and they've begun to integrate local into their marketing mix," said Greg Sterling, Principal of Sterling Market Intelligence. "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."

One challenge for national marketers is that they can't get the local information that local businesses can. Local businesses automatically know or can easily find out which local hubs, from online newspapers to local community forums, are the most trafficked.

What can national businesses do to deal with local businesses' inherent knowledge of the marketplace?

First, take advantage of all targeting mechanisms. If you're targeting locally, target down to the zip code, city or DMA level. Don't stop at a region or an income level. Second, pound the pavement - or at least the phone lines. Call local online hubs - newspapers, community forums, job sites, etc. and ask for traffic numbers. Find out which hubs cater to your demographic and then find out which advertising networks work with those also; and don't forget that you can cut out the middle man. Contact the sales forces of these local hubs for a media buy.

BizReport

Tags: advertising networks, greg sterling, hubs, internet drives, kristina, local advertising, local businesses, local community, market intelligence, marketing mix, middle man, national advertisers, national brands, national businesses, networks work, one challenge, success metrics, target, traffic numbers, traffic sources