jerryking + local_advertising   31

Google Adds Local Business Search Feature - WSJ.com
OCTOBER 28, 2010 | WSJ | By AMIR EFRATI. Google Plays Up Local Advertising
Google  local_advertising  search  seo  local 
april 2011 by jerryking
Google Woos Local Advertisers - WSJ.com
DECEMBER 24, 2010 | | By AMIR EFRATI. Ring, Ring. Hi,
It's Google....AdWords never fully took off with local businesses, in
part because it includes features viewed as too complex or
time-consuming for average business owners to use, according to former
Google employees. For example, AdWords uses an auction-like system to
determine prices for ads. By contrast, Google introduced ad offerings
this year for local businesses that cost a fixed amount per month, the
kind pitched to Ms. Codino.

So far, only a fraction of local businesses advertise online.
BIA/Kelsey, a local-media advisory firm, estimates that local businesses
will spend about $20 billion online this year, a figure that could
reach more than $35 billion by 2014.
local_advertising  Google  small_business 
december 2010 by jerryking
Local Search Heats Up
May 27, 2010 | BusinessWeek | By Nick Leiber. Google, Bing,
Yahoo, and a slew of startups boost their focus on small business.
Fewer than half of all U.S. small businesses have websites or advertise
on the Net, Nielsen Online reports...
Hundreds of new services have cropped up, aiming for a piece of the
$17.5 billion that consultancy BIA/Kelsey says U.S. small businesses
will spend on Net ads this year. By 2014, BIA estimates, that figure
will grow to $36.7 billion, a quarter of all local advertising. "There's
an increasing sense of urgency around having an effective online
marketing strategy," says Court Cunningham, CEO of online ad agency
Yodle, which caters to small businesses.
City_Voice  search  local_advertising  competition  small_business  advertising_agencies 
july 2010 by jerryking
How SMBs Can Profit From Local Online Advertising
May 26, 2010 | InformationWeek | By Benjamin Tomkins. First
build a great website, second measure it. No matter what business, you
need to take those steps.
Yodle  market_segmentation  small_business  City_Voice  Google  local_advertising  websites  Foursquare 
july 2010 by jerryking
Marchex - A Call Advertising and Small Business Marketing Company
(1) Call Advertising. Phone calls are at the heart of digital
advertising. With the Marchex Pay-For-Call Exchange and our industry
leading Call Tracking and Analytics products, we are ready to make your
phone ring AND tell you who’s calling. (2) Small Business Marketing. Get
proven marketing solutions for your small business customers -
including award-winning online advertising and cutting edge reputation
management products.
City_Voice  competition  local_advertising  small_business 
july 2010 by jerryking
Research post: local search - Yelp [Archive]
05-04-08 | Studentwebstuff Forums | by CCambronne. According
to an article by Jeffrey M. O’Brien, in Fortune (July
2007), Yelp is effecting a business paradigm shift. The site has had a
major impact on Christopher Hall, the owner of Splitends, a hair salon
in Orange County, California. Ever since one of his clients wrote about
his business in
Yelp.com, Hall has described his business as having a “logroll” of new
clients. To illustrate the difference between his traditional
advertising and Yelp, Hall points out that he had taken out 10 ads in
the local weekly over the year and received maybe one call, after Anita
Lau a prolific reviewer on Yelp gave him five stars, he gets between 5
and 15 calls a day from yelpers who in turn write more reviews.
Describing Yelp, Hill says, “It’s its own little biosphere. It feeds
itself.” (O’Brien)
Yelp  competitive_landscape  local_advertising  search  local  City_Voice 
july 2010 by jerryking
Act Two: how Google is muscling its way into the advertising mainstream
January 19 2007 | Financial Times | By Richard Waters in San
Francisco. " ""My sense is, Google will have more luck in the
electronic world," says Rishad Tobacco-wala, chief innovation officer at
Publicis, the French communications group. "Their real future is
behavioural targeting on the web. For anything off the web, they don't
have an edge: it's just money.""
advertising  local_advertising  Google  behavioural_targeting  technology  search  small_business  City_Voice  trustworthiness  Publicis  advertising_agencies  Richard_Waters 
july 2010 by jerryking
Let Your Fingers Do the ... Surfing - WSJ.com
JULY 10, 2006 | Wall Street Journal | By JULIA ANGWIN.
Yellow-page publishers are searching for ways to stay relevant in a
new-media world
online_advertising  City_Voice  Julia_Angwin  Yellow_Pages  local_advertising  keywords 
july 2010 by jerryking
Yelp's ambitious plan to take over the local ad market
July 23, 2007 | Fortune | By Jeffrey M. O'Brien. The name
"Yelp" comes from a friend of the founders who liked the word. It also a
contraction of "yellow pages," and reveals the company's ambitions: a
land grab on the $100 billion that's spent every year on local
advertising. "There's an information shortage about local businesses,"
says co-founder & CEO Jeremy Stoppelman. "the yellow pages tell you
how much money a business spent to buy a big ad. We're a place for a
conversation between a prospect and the business owner." Local search
strategies: the directory model, which involves a massive sales force
upselling business owners to ever bigger, flashier ads; the Citysearch
tactic of creating proprietary content and selling ads against it;
there's the search-engine route of crawling everyone else's content and
automating the ad sales. Yelp is different: crowd-sourcing. While Zagat
compiles anonymous user reviews, Yelpers fully express their feelings
and make names for themselves.
Yelp  local_advertising  City_Voice  business_models  strategies  search  local  Zagat  information_gaps  crowdsourcing 
july 2010 by jerryking
SMBs Allocate More Than Half of Total Ad Budget to Online,
Aug 7, 2006 | PR Newswire | "Because SMBs are busy running
their daily operations, they are often time-strapped and may be
unfamiliar with the challenges of optimizing a website, monitoring the
site traffic and effectively selecting online advertising venues to
deliver the highest ROI," said Blair Heavey, DirectoryM's chief
executive officer. "DirectoryM serves as a trusted online advisor to
SMBs to help them simplify their local advertising needs and improve
their search engine optimization in the form of page one results for
most local business service requests."
ProQuest  small_business  local_advertising  City_Voice  competition  DirectoryM  search 
july 2010 by jerryking
1995's Next Big Things
May 2008 | EContent. Vol. 31, Iss. 4; pg. 21, 1 pgs | by Steve
Smith. "Even as user habits change--today a quarter or more of searches
are local--the choke point remains changing the ad-buying instincts of
millions of mom and pop shops that constitute most local service
economies. "..."Like local search, vertical search does not yet inspire
confidence that users are getting results that are as comprehensive as
global search. However, part of the problem has been getting
professionals off of the Google crack pipe. Again, it is a question of
habit, not technology-and not always quality. Even if you build an
excellent vertical search engine, pack around it all the cool tools in
the world, and filter out all the irrelevant search results, you still
have the task of getting people to remember to use it. If there is one
persistently uncracked bit of code in the internet program, it is
habit."
ProQuest  business_models  local_advertising  habits  small_business  City_Voice  search  Google  Yellow_Pages  Kaimera  choke_points 
july 2010 by jerryking
Local Online Advertising: A Primer
Nov 2007 | Franchising World. Vol. 39, Iss. 11; pg. 77, 3 pgs
| by Jeffrey Kolton. ..."Research conducted by Yahoo and comScore,
identified a new class of consumers known as "ROBO" for research
online-buy offline customers. "..."A separate comScore study found that
82 % of local searchers follow up offline via an in-store visit, phone
call, or purchase, emphasizing the importance for marketers to integrate
their on & offline information. 61 % then made purchases. Clearly,
search marketing drives local business....It's easier to talk than type,
and free directory assistance services such as Jingle network's 1-800
FREE 411; Microsoft's 1-800 555 TELL; Google's 1-800 GOOG 411 and
AT&T's 1-800 Yellow Pages are the fastest-growing voice channels
connecting local buyers and sellers...A marketing plan that fails to
address the blended search, video and voice environment is like playing
18 holes of golf with a single club. It's possible to finish, but it
won't be pretty.
ProQuest  local_advertising  City_Voice  small_business  franchising  Yellow_Pages  consumer_research  primers  in-store 
july 2010 by jerryking
Search engines get street smart
Jul 27, 2005 | FT.com pg. 1 | by Richard Waters. That
interactivity applies to advertisers too. Google and Yahoo, which run
the biggest online ad networks, have created a self- service system that
lets advertisers bid over the web for advertising space on their search
engine sites. For the small businesses that account for a large slice
of local advertising, however, this requires close involvement in a new
and sometimes confusing medium something that Yellow Pages companies,
which maintain large sales forces and personal links with small
businesses, are quick to point out. "Most of our customers have an
eight-to-six job already," says Eddie Cheng, president of Yell.com, the
online arm of the UK's Yell, a Yellow Pages company. "They have no
interest in sitting in front of a PC managing their advertising budget."
ProQuest  search  Yellow_Pages  local_advertising  City_Voice  Google  small_business  Richard_Waters 
july 2010 by jerryking
Conquering the Digital Haystack, Search Techniques
Jan 1, 2005 | Inc. | Bob Buderi. "Will Google or Microsoft
buy Blinkx and crush it, or ignore it? Who knows? At the same time, all
the big players -- joined by firms like directory giant Dex Media and
online business service provider Interland -- have launched search
initiatives of their own. Many of these are aimed at small businesses,
including affordable fixed-price plans that guarantee certain numbers of
keyword clicks and local advertising programs. At the moment, it's the
trend that's important rather than any one particular offering. "
online_advertising  City_Voice  small_business  local_advertising  haystacks 
july 2010 by jerryking
Hot New Marketing Trends
August 2006 | Entrepreneur Magazine | By Gwen Moran. Go
Online:
"Think globally, act locally" is now the mantra for entrepreneurs
advertising online. Online ad spending is up as much as 33 percent over
last year, says David J. Moore, chairman and CEO of digital marketing
firm 24/7 Real Media Inc. in New York City. Earlier this year, Google
announced a new local advertising program linked to its map service and
AdWords program, allowing businesses to drive some of Google's traffic
to their brick-and-mortar locations.

"[Entrepreneurs] should pay attention to any targeting that allows them
to increase advertising efficiency by reaching users in their particular
geographic area," says Moore. Online ads are also migrating to podcasts
and blogs, where advertisers can reach very specific niche audiences.
And with increased access to broadband and the falling cost of video
production, Moore foresees a rise in online video ads for businesses as
well.
marketing  trends  local_advertising  City_Voice  targeting  target_marketing  bricks-and-mortar  web_video  pay_attention 
july 2010 by jerryking
When Art Meets Science: The Challenge of ROI Marketing
12/17/03 / Spring 2009 Issue | Strategy + Business |
Anonymous. These days, there’s more pressure than ever to make
marketing more of a quantifiable science than an ephemeral art. In
response, a new management discipline called ROI marketing is emerging
to help businesses attain the highest possible return on their marketing
investments.
advertising  local_advertising  ROI  marketing  metrics  Pat_Condon  pay-for-performance  measurements 
july 2010 by jerryking
Startups Aim to Reinvent Local Advertising
March 17, 2010 | Technology Review: | By Erica Naone. Startups Aim to Reinvent Local Advertising
Automatically tailored display ads could attract small businesses.
reinvention  local_advertising  Pat_Condon  small_business 
july 2010 by jerryking
Local Advertising Isn't Jumping Online - BusinessWeek
Valley Girl February 17, 2009, 12:01AM EST text size: TT
Local Advertising Isn't Jumping Online
As the newspaper industry crumbles, online sites figured they'd cash in
on local advertising. But "local" doesn't mean much online

By Sarah Lacy
local  local_advertising 
july 2010 by jerryking
MediaPost Publications The Bottom Line Of Local Search 06/09/2009
The Bottom Line Of Local Search
by Laurie Sullivan, Tuesday, June 9, 2009, 7:00 AM
local_advertising  search  advertising  local  online  Pat_Condon 
july 2010 by jerryking
Local Web-Ad Market Cools Down - WSJ.com
FEBRUARY 17, 2009 | Wall Street Journal | by EMILY STEEL.
Article on the local advertising market and how it's being impacted by
the recession.
Emily_Steel  small_business  local  local_advertising  Web_advertising  Internet_advertising  online_advertising 
february 2009 by jerryking

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