Shane Vaughan

Localization of media channels, particularly on the digital front, will continue a rapid escalation in 2012.  Search, social and content providers will continue to use geography as a key filter to provide highly relevant information to increasingly digital consumers.

Localization increased dramatically in 2011:

·         Google, which launched a major local search redesign in late 2010, continued this escalation with ongoing changes and testing designed to give locally relevant information more visibility in the search results.  (Catalyst Marketing)

·         According to the Local Search Association’s “State of Local Search” study, 77.1 million mobile subscribers accessed local business content as of January 2011, up an astonishing 34% from a year ago.

·         Twitter launched Local Trends in over 100 specific geographic locations.

·         ESPNNewYork.com launched in April 2009, and the five ESPN local sites averaged more than 5.1 million visitors and 31.8 million total minutes per month (ESPN)

National media properties view local information not only as a method to capture relevance and interest by their customers, but also as a mechanism to drive higher CPM’s among their advertisers.  As these media properties continue their shift from traditional to digital revenues, it will be critical that they focus on local as a key growth area. 

Kick off the new marketing year and join us on Tuesday, January 10th to learn how national brands will capitalize on the evolving local marketing landscape. Register for the webcast.