Marketers must join media to get slice of online pie

Article Source: http://www.tennessean.com

Article Link: http://www.tennessean.com/apps/pbcs.dll/article?AID=/20081102/BUSINESS01/811020414/1003/RSS6004

Article Author: Jeff Cornwall 

Article Date: 2-Nov-08

 

“All media outlets, especially local media, need to get better at monetizing the digital expressions of their core properties. (Translation: They need to make money online.) Marketers who depend on those local media need to grasp this concept.

Local media sites also perform strongest with the heaviest spenders. Almost half of local magazine site visitors spent more than $500 online in the past 12 months.

So what types of businesses are consumers looking for when going to local sites? Restaurants and bars lead the list. Grocery stores, banks and financial services, department stores and physicians and health facilities round out the top five.

Consumer electronics stores, auto dealers and auto service, real estate, furniture and appliance stores and legal services complete the top 10 sites.

Marketers and agencies must accept the new media reality and understand the options available to communicate with their customers. It may sound ironic, but while the World Wide Web helps us think globally, it allows us to act locally. ”

 

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