For national brands targeting consumers at the local level, the opportunities and challenges are huge.
Consumers no longer move down a straight “buying path”. Rather, they zig-zag across channels, between devices and locations.
The good news is that mobile technology allows marketers to capture consumer attention at various points along the customer journey, whether it’s at the initial search on a tablet while watching TV, or on a smartphone that’s being used in-store to compare prices.
This whitepaper from YP examines recent research about how much today’s consumer journey has changed, and what tactics national advertisers can take to capture consumers at the local level.
Inside you will find:
The four approaches to location-based marketing
The difference between audience cartography and geo-fencing
Four case studies
Sponsored by YP
YP is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow. YP’s flagship consumer brands include the popular YP℠ app and YP.com, which are used by more than 70 million visitors each month in the U.S. (Internal Data, May 2015). YP solutions include online presence, local search, display advertising and direct marketing. YP solutions and services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning nearly half a million advertisers. For more information, visit http://national.yp.com/mobile.