Local Online Advertising—Benefits & Resources
Posted by Jessie Johnson on Wed, Jan 26, 2011 @ 09:26 AM
The internet is a cost-effective and measurable way to deliver an advertising message with high reach and frequency, and consumers are always connected. 
For local advertisers, online advertising is an affordable way to raise awareness, promote events, and influence decision-making, as it naturally provides easy access to information about a product or service.
Online advertising is useful at every stage in the decision process, from awareness to purchase, because it offers
- Increased reach and frequency,
- Precision targeting (demographically, geographically, psychographically, behaviorally, linguistically),
- Visibility, measurability, and accountability with clear ROI,
- Traffic driven directly to a website/point of conversion (fills out form, purchases online), and
- Interactive creative opportunities.
Local search advertising and display advertising is an effective way to generate website traffic and leads as a result of a media buying campaign. Keywords can help advertisers further align their messaging with each stage of the decision funnel.
Online Advertising Resources
The best information for online comes from the Interactive Advertising Bureau, specifically the following resources:
Another good resource for insight into how consumers are spending their time online is the Pew Internet and American Life Project.
What are your favorite local online advertising resources? Join in the conversation--sign up today to be a member of adve.nu, an online community for local advertisers.
* Source: Pew Internet and American Life Project, Generations Online in 2009.