One of the richest pieces of research we do at the Local Search Association (LSA) is our Local Media Tracking Study conducted by Burke. It involves over 8,000 consumers that are surveyed on a variety of issues including where they search for local products and services.
From this survey, we’ve complied a heat map that shows what media perform best for specific business categories. And while search engines perform admirably, as expected, every form of media has its strengths. This is important for marketers to know as clients demand better ROI and performance from their marketing efforts. Similar to the effectiveness of geo-targeting or audience based targeting, cross-media optimization is another way to get the most bang for your marketing buck.
The full heat map graphic is available on my Search Engine Land column this month, but a few of the highlights include the strength of directories (PYP/IYP/WP) in professional services such as attorneys, doctors, and dentists and in home services like plumbers, electricians and appliance repair.
Search engines were strong across the board but had their highest ratings in cellular service, health clubs and employment agencies. Store circulars/coupons/email promotions were particularly effective for supermarkets and retail stores while newspapers performed strongly in employment agencies and apartment rentals. Online deals best categories were health clubs, massage services, and travel.
