Pry the Insert Out of My Cold Dead Hands!

I read a study this morning, talking about local online advertising and how it translates to the local consumer. Essentially, the findings showed advertising on local websites is more influential than advertising we see elsewhere on the web. Makes sense- these local properties have worked years at building trust with their communities. The successful ones have taken this trust and extended it beyond their traditional boundaries.

Some of the data talked about the % of people who turned to the web for local dining, banking, and grocery information. The numbers were impressive. And, it made me think of that newspaper today- stuffed to the brim with grocery inserts. Do local businesses, of all types, have the foresight to forgo the comfortable?

Change is scary, but as marketers, we must do it. Our consumers are moving forward, and if we don't, we are left behind. It's hard- especially at the local level- to take that leap. So, if you are not comfortable leaping, tip toe. But starting doing it today!