Local or hyper-local digital media is about as HOT as it can get now. Helping small marketers compete on the local level through SEO and SEM is a flooded space. Vendors like Yodle, Yext, and ReachLocal have managed to capture large shares of market with offerings that help small and some mid-size advertisers capture local search traffic.
What about the BIG advertiser? Who is helping the enterprise advertiser compete on the local level? They did move into the neighborhood and setup shop. They did build a huge store, hire local high school graduates and lure the community in with great prices and thousands of SKUs. So what if maybe a few small businesses fell around them, that’s capitalism!
How does the BIG guy, who has become a dominant figure locally, leverage digital media to win on a hyper-local level? Many of my colleagues know of the struggles that enterprise advertisers face on the local level. For example, Bed Bath & Beyond competes against my Great Uncle Art’s Vacuum Store in Queens, NY. But the search algorithms favor the local retailer so Art wins. Continue reading