If you own or manage a store or business that depends on customers coming in the door, you’ve probably wondered the best way to use the Internet to drive more foot traffic. Regardless of your place in the spectrum of web-savviness, there are things you can do to establish a web presence that can be found online and leveraged into new customers.
Autotrader.com, AT&T Yellowpages.com and newcomer Groupon made the most local online ad revenue last year, according to Borrell Associates. Autotrader topped the list with $1 billion. Online-only sites took a 46.2% share of the $16.4 billion local market.
Vigorous growth in digital over the next four years is expected to contribute to modest growth in local advertising, with total spending projected at $151.3 billion by 2016, according to BIA/Kelsey. Ad spending in traditional media, meanwhile, is expected to be nearly flat.
GPS on smartphones has cleared the way for brands and retailers to launch highly targeted digital incentive programs, but the practice is still in its infancy, Robert Byrne and Abid Mohsin write. To take full advantage, businesses need to master databases to find just the right customers and then think carefully about what to offer and when.