LEEDS, ENGLAND, February 20, 2013 /24-7PressRelease/
-- According to research, 43% of search engine users seek a local search to find offline businesses (netpunch.co.uk). Gavin Walsh, Managing Director at MarketStorm Global Ltd
, says: "Online shopping plays an important role in our market place. However, we cannot ignore that almost half of the Internet users use search engines to find a local store or information point, someone they can consult in person before the purchase." The same study reveals that 51% of online users explicitly characterise their behaviour as "search online but purchase offline" (netpunch.co.uk). Gavin Walsh suggests that Businesses should use their marketing budgets to satisfy both, online as well as offline requirements.
Direct marketing is generally more cost effective and can therefore result in a higher return on investment. Furthermore, "targeting a local audience provides opportunities to build relationships and the chance to listen what potential customers in a specific geographic area may need," says Gavin Walsh
at MarketStorm Global Ltd. Instead of targeting a mass market, focusing on a specific region can help to better connect with specific communities. Jeremy Ellis, Marketing Director at TUI UK states: "Big national brands can seem remote to people around the country. As local media has a closer relationship with its audience, people tend to trust it. If you can be a part of that community, and talk in the same way as that publication and audience, then people are more likely to listen to what you have to say and trust you."
Innovative local marketing campaigns seem to be a valuable tool. MarketStorm Global Ltd's
clients have recognised the importance of building relationships with locals. While they use online campaigns in order to raise brand awareness within the UK, they also concentrate on offline sales and marketing. MarketStorm Global Ltd is a direct sales and marketing company based in Leeds and reaches its clients' audience by promoting and selling their products or services directly to the consumer at event venues or retail vendors. "The advantage is that potential customers have already heard of the brand but can ask specific questions to our representatives and purchase directly with them," explains Gavin Walsh. This face to face communication encourages trust and close relationships with locals which results in a good reputation for MarketStorm Global Ltd's clients.
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