MW138 | Uncover the Secrets of Local Marketing Success

On average, today's consumer uses more than 5 channels before making a purchase – this uptick in digital adoption has made customer journeys even more complex and nonlinear. While this shift comes with its own challenges, it does appear to benefit eCommerce: eCommerce sales saw a 27.2% increase in 2020, followed by a 14.2% increase in 2021. While eCommerce is booming, the cost to acquire customers continues to rise — leaving retail marketers struggling to find more economically viable strategies to drive in-store traffic. The need to drive traffic is critical for a business' survival. And with 68% of web traffic coming from organic and paid searches, a cost-effective local strategy is critical for businesses focusing on the sale of physical goods or services in achieving their revenue goals. That's where your local activity such as optimising location listings and local landing pages can make all the difference. In this digital masterclass, our experts discuss how local marketing campaigns can help drive people from online to in-store. They discuss: - Local SEO Strategies – delivery and optimisation - The critical role of Geo-targeting in paid search campaigns - Out-of-home and media strategies investment for targeted local audiences

 

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