Industry News
Posted on 01/10/2008
Local search technology evolving in response to B2B marketing demand
Seeking out prospective clients is the "central challenge" facing B2B firms who seek to market their products and services through sales channel resellers.
According to industry expert Christopher Hosford, local search technology has now become more sophisticated and complex in response to this demand.
He pointed out that there is a close connection between local search and direct marketing and highlighted figures by ComScore Networks which show that when products are researched online, 63 per cent of researchers buy from a local reseller offline.
When local search results return microsites or advertisements that feature special offers, the direct marketing connection becomes even more obvious, Mr Hosford added.
"It's all about empowering brands that are national or international in nature but that want to market locally," B to B magazine was told by Gregg Stewart, of TMP Direct Marketing.
Commented on the figures from ComScore, Mr Stewart added: "That's major for B2B advertisers, because if they're just measuring clickstreams, they may be missing a valuable component of their marketing outreach."
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Posted on 01/10/2008
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