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An Internet-savvy family from Middletown, USA needs a new television. They visit a web search engine to research the models. Typing “Sony” on Google or Yahoo! yields typical results, displaying a link to Sony’s website with other “less useful” search engine listings. However, there’s something more going on here.
Even without entering their location, the top and right sides of this results page display ads for Sony showrooms in Middletown. One click to the local company’s website can let the potential customer see current stock and a special Internet sale for Sony buyers. The local merchant has been presented as both a solution for the information and a local contact for the purchase, and the loop is closed.
Some of the programs being offered for local Internet marketing in major search engines are Google Adwords, Yahoo! Search Marketing and Verizon Superpages cost-per-click. Each wants to become the consumer’s next choice for local Internet searches. These large ad networks claim to cover 70 to 80 percent of the Internet with their pages and “partner sites.”
A benefit to the advertiser is the cost-per-click pricing model. The ads are free until someone clicks, at which time a small fee is charged and the visitor is sent to the advertiser’s Web site.
There are no long-term commitments for cost-per-click, and advertisers can change or stop ads at any time. They can create predefined budgets for the day or month and fraud-proofing mechanisms prevent competitors from rapid-fire clicking. Markets can be limited to single or multiple cities, states, languages and countries.
Local Internet marketing works for consumers because it makes it easier for them to find the products or services that they are looking for in their area. It is a win-win situation for everyone involved!
For more information about
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web marketing strategy
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internet advertising strategy
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