Our Where2GetIt team just wrapped up a week of exhibiting at SMX West, where we learned about recent updates in Big Six Advertising, Mobile SEO and more. Because of this, we want to help define advertising and explain how you can use it to help your brand win at Local. First down the fundamentals of advertising by defining each family.
Advertising- In general, we know that advertising’s purpose is to generate a desire for customers to purchase your brand’s products or services. Advertising utilizes various forms of media from television, radio, print, digital and more. As advertising techniques continue to develop and expand, we’ve begun to see the capability for brands to implement a personal touch to their advertising tactics, converting viewers into true brand advocates.
Digital Advertising- Digital advertising (internet marketing) utilizes Internet technologies to develop and deliver promotional advertisements in a hyper targeted way. Digital advertising allows marketers the ability to consistently track and benchmark their efforts in order to make strategic, niched campaigns for appropriate buyer personas. The data, both Big and Small, is used to create these campaigns and is tracked upon consumer interaction to further a marketer's efforts.
National Advertising- National advertising can be observed with large-scale brands that want to achieve widespread visibility with one clear and simple message. Due to the cost to run a single advertisement nationally this type of advertising is normally only used by large organizations. When it comes to creating advertising campaigns that are locally impactful, national advertising isn't always the best choice.
Local Advertising - Local advertising is a way for brands to geo-target and fence their advertisements in order to give consumers the right information at the right time. Local advertising can be conducted in a variety of ways, but the effectiveness of this type of advertising relies on the accuracy of a brand’s location data and how they utilize their Big Data. For example, with the past holiday season, we saw brands making great strides to connect with mobile customers through local advertising. From in-store beacons to in-store mapping apps, advertising is being brought to Local using geo-targeting and radius targeting. Aside from mobile targeting, local advertising depends greatly on a brand's ability to customize local content through search engine results pages, locators, local pages, social-local pages and review directory listings.
Native Advertising - Simply put, native advertising is the practice of utilizing content to build trust with potential customers online. According to, The Guardian:
Native advertising can be a promoted tweet on Twitter, suggested post on Facebook or one of those full-page ads between Flipboard pages, but more commonly it is about how brands now work with online publications to reach people.
This type of content convinces consumers that the displayed advertisements aren’t advertisments. The best example of this is type of advertising can easily be found on Buzzfeed.
Social Advertising - According to PewResearchCenter, 74% of online adults use a social networking site of some kind. Social advertising is a way for brands to capitalize on this attention in hopes of providing users with a more geo-centric, personalized experience. If marketers are able to effectively work to advertise on social media, they’ve unlocked the heart of the customer and their inner circle. This is still an area of advertising that is a masterpiece in progress.
So how do all these forms of advertising relate to your brand's local presence? For the month of March, we’ll discuss Search, Display and Social advertising more in depth to provide you with a deeper understanding of how to leverage these forms of advertising to get discovered from your local customers.