Web Most Effective Way to Reach Local Audiences Worldwide

Retrieved from: http://www.emarketer.com/Article.aspx?R=1007875

Local websites rule while social sites on hold

Choosing Web advertising or social sites marketing? Well, this has been a quite issue especially for marketers around the world. Online marketing is growing rapidly at present, but where should the marketers spend their advertising dollar is the question.

This article is basically regarding on through social media, it is not the most effective way to reach the target audiences. Basically, the whole world perhaps has believed the power of social sites, but not the marketers in United States. They still insist on local web sites to market or advertise. It has been proven by a survey on Tactics Considered Very Effective for Reaching Customers in Local Markets conducted by Harris Interactive. Below is survey on the tactics used by US brand managers;

Websites with local content- 30%
Broadcast (TV and Radio) ads- 28%
Print (include banner) ads- 20%
Local programmes that offer products- 11%
Social media fan pages- 10%
Paid Social media- 7%
Text messages- 3%

From survey above, I can see that the most effective tactic is using websites with local content compared to 10% of social media fan pages or paid social media with 7%. The marketers in United States still hesitate with the ability of social sites actually. The main reason why social sites are not the primary methods in reaching target audiences is the issue on how to measure success. In addition, the premier reason is based on the survey on Obstacles to Overcome When Using Social Media to Reach Existing or Potential Customers in Local Markets whereby it is supported by US brand managers with 48%.

From this, I think there has been a change in direction since the start of social sites marketing even though web advertising is still thought to be an effective advertising or marketing tool in reaching audience worldwide. Michael Lazerow, CEO and Founder of Buddy Media even added that “in order for bands to effectively reach consumers across the globe, they need to heed the traditional marketing/PR maxim of thinking global and acting local.” But, trying to explain social sites is an ongoing affair. There is a need to stay current with today’s new media technologies; web sites or even the social sites. And, as for me, there are many social networking sites that we may able to take advantage of as well if we put our mind to. Most of these cost no money to try, so what are the marketers waiting for?

By
Nur Athiqah Bt Ahmad Dahalal
2009273482