With all of the attention lately about coupon sites, such as Groupon, it was interesting to see this study at MarketingCharts.com
As we’ve seen in so many other studies, search engines are an important step consumers take on their way to purchasing a product. In this study they were trying to measure the value of online coupons and coupon sites and in that research we see search engines ranked as the number one tool consumers use.
Search is one of the few places where local buyers and sellers meet on purpose. The challenge is that local buyers go to search engines but local retailers don’t always even know they can buy Google AdWords on a local basis, for a fraction of the cost of a newspaper ad.
It’s incumbent upon brand managers to educate and help retailers understand the value and the mechanics of local search. It’s good for the brand, for retailers and for consumers if they can find a local outlet for a branded product they’re looking to buy. And, if they see a coupon offer along the way, all the better.
The technology now enables retailers to customize a brand friendly template online, automatically place a buy on Google local and have us host and maintain the landing page. It’s that easy.