{"id":109556,"date":"2018-01-18T22:35:00","date_gmt":"2018-01-19T03:35:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/localizing-ecommerce-digital-media-strategy-2\/"},"modified":"2024-12-21T05:49:38","modified_gmt":"2024-12-21T10:49:38","slug":"localizing-ecommerce-digital-media-strategy-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/localizing-ecommerce-digital-media-strategy-2\/","title":{"rendered":"Localizing Your E-commerce Digital Media Strategy"},"content":{"rendered":"

Despite its proven impact on results, localisation is still an overlooked opportunity for many brands with a mature e-commerce digital media program<\/a>. Many multichannel retailers view localisation as a means to capture online consumers and drive them to stores by targeting searchers utilizing a geographic modifier (\u201cnear me\u201d, zip code, etc.) or placing ads on a consumer\u2019s mobile device, assuming they are \u201con the go\u201d. This is a good initial focus for localisation but leaves significant opportunity on the table. Here are three additional ways retailers \u2013 multi-channel and online-only \u2013 can use localisation in their e-commerce-centric digital campaigns:<\/p>\n

1. Target and tailor messaging based on proximity<\/strong><\/h3>\n

Retailers should avoid one-size-fits-all ad copy or creative across geographies. Similarly, geo-targeted campaigns need to be treated, managed and optimized separately from e-commerce campaigns. Instead, understanding where a consumer is in relation to a brick-and-mortar location should influence the message he or she receives.<\/p>\n

Is the consumer within five minutes driving distance from an owned location? Then a targeted message inviting him or her to visit the store may be most effective. Using a location extension in paid search will allow you to present both e-commerce and in-store links to let the consumer decide how he or she wants to shop. Is the consumer within a 30-minute drive? Perhaps communicating buy-online-pickup-in-store capability will be most effective. No owned store within 50 miles? Focus exclusively on the e-commerce call-to-action. Or, if relevant, this could be an opportunity to collaborate with a third-party retailer carrying your products if they have a nearby location.<\/p>\n

2. Activate your data<\/a>
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Retailers are sitting on extremely valuable data that can be used to localise programs and improve effectiveness. A simple data source to look at first is the Google Search Query Report (SQR), which can provide insight into how consumers are looking for brands and products. The SQR can also shed light on the increasing volume of \u201cOK Google\u201d voice searches on mobile and home devices. This information can be leveraged to discover trends in long-tail searches, especially those that lean toward localisation.<\/p>\n

Next, use CRM data to map where your current customers are and overlay with publicly available census data and drive-time analysis. This often follows the store footprint, but can help identify regions, states, DMAs, or neighbourhoods that are under- or over-performing. This insight should feed into geo-targeting paid media programs to capture demand in a hot market or build up a customer set in a low-density area.<\/p>\n

Third, consumers in different parts of the country shop differently. Beyond the obvious differences between, say, Chicago and San Diego, consumer interests will vary across geography<\/a>. Mining first-party product sales data \u2013 both in-store and online \u2013 can present opportunities to target specific categories or products based on what sells in different locations. Finally, measuring performance across store and e-commerce channels is critical. Closing the loop between online marketing tactics and consumer behaviour and in-store transactions in a must to be able to localise ongoing media programs.<\/p>\n

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