Insider: Think Globally, Market Locally

By Price Glomski, Account Director & Integration Specialist, Range Online Media

Mr. Price Glomski

To paraphrase a certain Will Ferrell character, local search is “kind of a big deal.”  Or at least it’s becoming one.   

Obviously, local search has a targeting advantage over broader campaign tactics, but it also has significant branding aspect that you can’t ignore — it’s a great way to develop an individualized relationship with your customers.  

Part of how you build that rapport is hitting localized touchpoints you might have overlooked; while location, location, location is still a relevant mantra, you should also consider specifics such as seasonality, language and even weather.  You also need to think about whether local search can be expanded to your other channels; while it’s generally targeted paid-placement, it also fits into media, mobile and portals, too. 

In my article "Think Globally, Market Locally" in the Hotel Business Review, I provide best practices for making the most of local search, especially regarding how it fits into an integrated campaign strategy—while your campaign benefits from the increased customer-brand connection, it also benefits in terms of its worldwide online and offline components.  Take a look and see how you can find global success through local search. 

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Sincerely, 

Price Glomski

Account Director & Integration Specialist

Range Online Media

817-509-0348

Price@rangeonlinemedia.com