Local and digital, sitting in a tree
The drumbeats of Local! Local! Local! seem to keep getting louder, although they also seem to be more and more difficult to distinguish from the competing cries of Digital! Digital! Digital!
As Mark Ailsworth points out in a post for iMedia Connection,
According to U.S. Census data, 75 percent of consumer spending occurs within 15 miles of the average American’s front door, meaning 50 percent of the nation’s GDP is dependent on consumers buying locally.
Increasingly, of course, local and digital campaigns share objectives, audiences, and resources. More than half of total retail sales in the U.S. are influenced by the Web.
Ailsworth points out some of the factors advertisers should consider as more of their local advertising dollars shift away from "traditional" local marketing channels and move into digital and internet advertising.
What about from the planning side? How can planners help clients to best integrate their local and digital budgets?