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Study: National advertisers still puzzled by local online targeting solutions

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Seattle—National advertisers are very interested in local online advertising, but their involvement is impeded by confusion about the best tactics and traffic sources to use as well as how to measure ROI, according to a new study.

Research by Sterling Marketing Intelligence, commissioned by local search and advertising company Marchex Inc., found that more than 40% of national advertisers dedicate at least a quarter of their online marketing budget to local targeting, using a variety of messaging and tactics for different markets. Only 10% of respondents are targeting down to the demographic market area, city or ZIP code level.

The study was based on an online survey conducted Sept. 11-21 of 150 national advertisers or agencies that offer products or services through local outlets, dealers, franchises or branded stores in more than one state.

—Christopher Hosford

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