Brafton has reported that Google execs say the local market is the company's No. 1 priroty. Now, the internet search giant is using some old-school techniques to appeal to local advertisers.
According to a report from the Wall Street Journal, sales representatives for Google have been calling local businesses – from restaurants to spas – to appeal to marketing executives with local ad offerings. Sources familiar with the matter told the newspaper that Google is trying to bring a personal touch (via phone calls) to the process, as "human involvement" may be necessary to appeal to small businesses.
While some may not think relying on a traditional sales channel to bring marketers to a digital space will work, this human approach seems to be converting marketers – and it might mirror potential benefits of an online local ad campaign. Debbie Codino, manager of Bob Brown Tire Center in Portland, Oregon, told the source, "I was surprised. This time it was really Google calling so I was motivated to listen."
What Codino likely heard was that 20 percent of searches conducted on Google are related to finding local information. Consumers seem to want content that appeals to their neighborhood sensibility. Plus, as Brafton has reported, on-the-go consumers are likely to be influenced by relevant, locally-targeted content they find on the mobile web. With this in mind, marketers might want to answer their phones if Google calls.
In addition to paid search ads with a local focus, they might also consider creating locally targeted content for search engine optimization in 2011. As Brafton has reported, experts from ad:tech New York believe that local search of an important component in the evolving SEO market.
