Web Most Effective Way to Reach Local Audiences Worldwide - eMarketer

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AUGUST 18, 2010

Local websites rule while social sites stay on hold

Social media has increased its importance around the world, and while social network advertising continues to grow quickly in the US, spending in other markets is set to rise even faster. But brand marketers still don’t feel social media is the most effective way to reach their international audiences.
A June 2010 survey conducted by Harris Interactive for social marketing platform Buddy Media found that more than 90% considered it at least somewhat challenging to reach audiences in local markets with a unified brand message.
The most popular tactics used to market to local audiences were websites with local content (69%), print ads (62%) and event promotion (59%). Less than half of respondents used social media fan pages for this purpose, and less than one in three used paid social media advertising. Websites with local content were considered the most effective tactic, named by 30% of brand marketers, compared with just 10% who thought fan pages were best.

The top obstacle to using social media to reach local markets was a familiar one: measuring success. But other, more mundane concerns also caused trouble. Brand marketers said it was difficult to manage information, engage users, identify influencers and keep fresh local and regional content available.

“In order for bands to effectively reach consumers across the globe, they need to heed the traditional marketing/PR maxim of thinking global and acting local,” said Michael Lazerow, CEO and Founder of Buddy Media, in a statement.
Marketers do believe the global potential is there for social media, with nearly three-quarters saying the channel would be a good way to reach existing and potential customers in local marketers—but they must learn to leverage it first.