Local or regional advertising has been done for a long time. Before the Internet conquered the world, people mainly used flyers or the widely known advertising magazines. Even today, these methods are still very popular, despite the rather important disadvantages that exist: with flyers, you pay high costs for the design, printing and the people who hand out the flyers. The cost of advertising in a commercial magazine is becoming increasingly prohibitive. And yet those expensive flyers or advertising sheets are often not even looked at. Many people are getting so fed up with them that special letterbox stickers have even been designed for them.
However, the biggest disadvantage of these traditional “offline” methods is that you cannot measure the conversion rate or the ROI of your campaigns. Thus, you are paying a lot of money every year without knowing if it is actually worth it.
This is completely different in online marketing, because on the Internet everything is tracked. Google Ads and Social Media networks like LinkedIn and Facebook both have handy analytics and insights tools, where an advertiser can almost drown in statistics. For a layman it might be a bit overwhelming, but for an experienced advertiser it is an inexhaustible source of useful data. That’s why online ads have a big advantage, because measuring = knowing, that also applies to local online advertising.
It is therefore not surprising that more and more local traders are also seeing the benefits of online advertising, for example in promoting an open day or to increase awareness in their own town/city.