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BizReport : Advertising archives : April 19, 2011

LocalResponse marries local and social in one place

Although local marketing can be social and social marketing can be local, a new hub from Buzzd truly marries both local and social for the first time. Called LocalResponse, the new hub gives businesses the ability to talk one to one with interested consumers in real time.

by Kristina Knight

The LocalResponse platform aggregates social check-ins from Facebook, Twitter and other social hubs in real time. From there, the business can respond to the consumer. From there the business can target that consumer with relevant information.

How big is social? More than 150 million tweets are sent daily, more than 50 million foursquare check-ins and the information shared in Facebook is even bigger. Data from Experian/Hitwise finds that social is still the go-to place for many consumers. Facebook remains the number one website, with a 10.7% share of online visits, topping even search giant Google. In the social space, the Facebook effect is even more dramatic, with Facebook capturing a 64% share of visits to social hubs. YouTube is its closest competitor with a 19.77% share. MySpace and Twitter lag behind with 1% shares.

How big is local? BIA/Kelsey Group estimates that local digital ad revenues will reach more than $42 billion by 2015, nearly double 2010's total. Total local ad revenues are expected to reach $153.5 billion.

What is the potential for local-social advertising? Quite good, if consumers remain socially minded. Platforms that can reach consumers where they are already engaged, and social is a big engagement factor, can help marketers better engage. Added to that, consumers aren't just logging on to socnets from PCs, they are logging in from smartphones and tablets as well, giving local advertisers a real chance to engage consumers are the moment their interest in a product or service is peaked.

Tags: Experian/Hitwise, local ads, local marketing, LocalResponse, online advertisnig, social ads, social marketing

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