SUMMARY: Each year, digital marketing offers innovation in existing channels, and creates opportunities in new areas. This makes it a difficult, but exciting time to be a marketer, as digital efforts allow you to track what works, and what doesn’t, in your campaigns.
Our final 2011 B2C article looks at four trends to watch in 2012. Mobile marketing tops the list, and online privacy is a growing concern for all digital marketers. Likewise, there are still new developments in PPC advertising, while optimizing local search is an area primed for growth.
Local search optimization is the process of optimizing one’s website in order to be found when someone searches locally. Local search optimization is valuable when a keyword or key phrase directly describes and relates to the business, and comprises enough search volume to make optimization worthwhile.
Only 27% of organizations (B2C and B2B combined) currently optimize for local terms as part of their organic search strategies, compared to 59% of organizations that do not. Many organizations stated that local search is not relevant to their business model or market. For those that are optimizing for local search, most organizations had more challenges to report than successes to share.