Actually, I just like the official article title of Local Search is Set to Explode – or Not. Hey, you can be certain that one of the two will happen! 🙂
As it stands now, overall local internet spending is behind in growth, accounting for around 25 percent versus 75 percent for national advertisers, according to Borrell, whereas in traditional media the breakdown is closer to 50-50.
That’s not surprising, but interesting. There are a lot of numbers thrown out there in local search and this breaks it down nicely. Why is local spending behind? Could be a few things:
- Lower local business adoption (they’re used to the Yellow Pages)
- Irrelevant results
- People just use the Web to buy online, thank you
Jupiter believes big national marketers will remain the largest spenders in local search. “Local marketers are not yet completely convinced about local search,” says Sapna Satagopan, associate analyst at Jupiter Research.
I’ll buy that. Many have already started. They have a national presence, with hundreds or even thousands of “local” locations, and have staff that follow Internet marketing trends.
As of now, smaller local companies can compete with the big brands. Personally, I like seeing results of both, and then making a decision. Hey, sometimes it’s Best Buy and sometimes it’s The Electric Fetus.