This post is part of my notes from the Online Marketing Summit I attended in June 2009 in Cleveland, OH.
Interactive Advertising Bureau local committee
US online ad spend rising with increased broadband penetration. Local advertisers generally conservative, slower to adopt, and buy more based on trust. Large amounts of spend in direct mail, however there is no “face” so it is often overlooked. Large SMB growth with online marketing, especially in customer ratings and reviews, blogs, and more.
- Email = retention / loyalty
- Search = lead generation
- Display Ads = brand awareness
Search: Engage in multiple activities for maximum gains. Get listed in local (natural) search and paid search.
Display: National clients use display to increase brand awareness and local advertisers tend to illicit a direct response.
Mobile: advertising or marketing messages delivered to portable devices. Features text messages, ringtones, wallpapers, mobile video, etc.
