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Among national advertisers there is significant interest in local online
advertising, according to a new study conducted by Sterling Market
Intelligence and commissioned by Marchex, Inc., a local search and
advertising company. Nearly half of the national advertisers surveyed
are currently pursuing local online advertising, and more than 40% are
dedicating at least a quarter of their online marketing budget to local
targeting. However, their utilization of local online advertising is
impeded by confusion about the best tactics and traffic sources to use,
and how to effectively measure the results and return on investment
(ROI).
“The data shows that national advertisers
clearly understand the Internet drives in-store sales and they’ve
begun to integrate local into their marketing mix,”
said Greg Sterling, Principal of Sterling Market Intelligence. “However,
they’re all over the map in terms of traffic
sources and success metrics; there’s a general
absence of consistent tactics and understanding of best practices for
local.”
Key insights from the study include:
Almost half of survey respondents report that at least 25% of their
in-store sales were driven by online marketing
More than half of respondents are using different messaging or tactics
for different geographic or local markets
Only 10% of respondents are targeting down to the DMA, city or ZIP
code level
In a free Webinar titled “Local
Online Advertising: Strategies and Tactics Every Company Should Know,”
scheduled to take place today at 11:00 a.m. PDT through Search Marketing
Now (http://searchmarketingnow.com/webcasts/wc081001),
Sterling will discuss his findings as well as present case study data
reflecting success stories. Afterwards, Ed O’Keefe,
VP of Performance Marketplaces at Marchex, will provide best practices
and data-driven tactics that advertisers can use to succeed in online
local advertising.
“National advertisers are clearly trying to
leverage local online advertising to increase local leads and drive
sales, but this study shows they’re having a
tough time figuring out what’s working,”
said O’Keefe. “The
good news is that there are techniques and products available, such as
business profile pages and call-tracking, to help advertisers drive
local leads online and track effectiveness of their local online
advertising efforts.”
Best practices O’Keefe will cover in the
Webinar include:
The importance of diversifying traffic sources beyond paid search and
how to manage them
How to use landing pages to drive leads to specific locations and
markets
How to track and analyze all consumer actions –
including calls, emails, form submissions, map prints and coupons –
resulting from local online advertising efforts including to determine
results and ROI
How to most effectively tailor ads to local markets and use local call
tracking numbers to measure and help generate more calls
Materials Available for Download
To help advertisers evaluate their local online advertising needs and
objectives, Marchex has created a sample “Request
for Proposal” (RFP) highlighting questions
advertisers should consider when designing their programs and selecting
a local advertising provider. Also available for download are the
results of the survey covered in today’s
Webinar. The survey results and sample RFP can be downloaded after the
Webinar here.
A replay of the Webinar will be available within 24 - 48 hours
afterwards and can be accessed by visiting: http://searchmarketingnow.com/on-demand.
About the Study
The study, conducted between September 11 and September 21, 2008,
surveyed 150 national advertisers or agencies that offer products and/or
services through local outlets, dealers, franchises or branded stores
across more than one state. The study examined advertising budget
allocations, local online advertising strategies and tactics, and ROI
perspectives on national advertisers’ local
online advertising efforts.
63% had an annual marketing budget or more than $1 million
70% had national revenues in excess of $10 million
78% have been in operation for more than five years
67% had a presence in all 50 states
About Marchex
Marchex, Inc. (NASDAQ: MCHX) (NASDAQ: MCHXP) (www.marchex.com)
is a local search and advertising company. Marchex’s
innovative advertising platform delivers search- and call-based
marketing products and services for local and national advertisers.
Marchex’s local search network, one of the
largest online, helps consumers make better, more informed local
decisions through its content-rich Web sites that reach tens of millions
of unique visitors each month.
About Sterling Market Intelligence
Sterling Market Intelligence is a consulting and research firm founded
by analyst Greg Sterling in 2006. It tracks the Internet’s
impact on offline purchase behavior, and advertiser efforts to adapt to
a fragmenting consumer marketplace. Sterling is also a senior analyst
for Opus Research’s mobility program: Local
Mobile Search.
Forward-looking Statements
This press release contains forward-looking statements that involve
substantial risks and uncertainties. All statements, other than
statements of historical facts, included in this press release regarding
our strategy, future operations, future financial position, future
revenues, acquisitions, projected costs, prospects, plans and objectives
of management are forward-looking statements. We may not actually
achieve the plans, intentions or expectations disclosed in our
forward-looking statements and you should not place undue reliance on
our forward-looking statements. Actual results or events could differ
materially from the plans, intentions and expectations disclosed in the
forward-looking statements we make. There are a number of important
factors that could cause Marchex’s actual
results to differ materially from those indicated by such
forward-looking statements which are described in the “Risk
Factors” section of our most recent periodic
report and registration statement filed with the SEC. All of the
information provided in this release is as of October 1, 2008, and
Marchex undertakes no duty to update the information provided herein.