Internet is not for all foreign to local advertisers

Damien Grimonprez, expert in direct marketing analysis interractif in Adwizmi, the leakage of customer to superstores located on the outskirts of cities, has led to a significant decrease in the activity of city centre shops. In parallel, the consumer became an internaute and a cyber-buyer (64) increasing loss of speed of nearby shops. Supported today by a return to the consumer more for usability, advice and relational, local advertisers must seize the opportunity to find a dynamic mixed for 30 years. But how to take advantage of this movement How attract a clientele and the loyalty at a lower cost What modern tools are available to local advertisers and how can they be used efficiently It is in this context that Internet may, more than ever, play a critical role of intermediary between the local advertisers and their clients. If finally brands have managed to get the best out of this powerful medium, to date local advertisers remain about them quite timid on the canvas. With only 1.9 of the investments on the Internet, the commerce of proximity is for several reasons, discreet and prudent. The cost of the investment is one of the first reasons. Equivalent budget, proximity merchant will favour direct marketing (mailing, flyers, advertising Edition), which remains the primary vector of communication of advertisers with 9.6 billion euros invested in 2008 (1). He was followed by promotion (EUR 5.1 billion) deemed most effective commercially, an online campaign. Internet is not for all foreign to local advertisers. They are highly found in online directories they use to make themselves known (ex: pagesjaunes.fr). However, their presence is very rare in display advertising of the fact of a very expensive cost for non-quantifiable ROI. In addition, local advertiser is often confronted with authorities little structured to sell space to a large amount of micro-annonceurs. In parallel, Internet itself is a spectacular evolution of its vocation of social links. If initially his ability to reach a maximum of people in a global territory and without limit was promoted, today the surfer will seek to connect people who are close to deepen its relations with markings, signs and merchants that fit him, which are geographically close to him and to meet its expectations. In fact, Internet is not a tool that away the consumer of the commerce of proximity, still less a competitor: it is an ally. The local advertiser does not budgets necessary to counter the noise of the signs and marks on the Internet, it therefore wants to sound! Internet is not a "speaker", it is the tool which will allow him to create and strengthen the link between him and the consumer. However, in times of crisis, it is also essential to be competitive. The explosion of the number of comparators of price to meet the demand of the search for the best rate online has changed the equation. The price differences found between the Internet and retail sometimes go up to 40. They have led to the total loss of reference of the consumer in the single variable of the price. Pay more to have a normal rest quality of customer service for some consumers but is not unanimously, even if the vast majority prefers to have a competent and available as interlocutor rather than a screen Advisor. The ideal compromise is its legitimacy in the promotional offers online. They can be a virtual showcase as well for stores in proximity than for major brands and for the benefit of cyber-buyers still. It does more than to the user to print offers suitable and then go to the store to benefit from. The advantage is bilateral. On the one hand, to the client that can take advantage of the reductions were found on the Web while enjoying consulting custom any usability in the store and the other hand, for the merchant, which may boost its activity and create the traffic in his business while maximizing its visibility online. The fair price was therefore meaning that if the variable "price" is associated with the concept of Council and client relationship. If it is necessary to communicate in the first place on the Internet via promotional offers, local trade must therefore maintain its values of quality and services. Trade of proximity therefore understood the interest to invest strategically on the Internet. Classic advertising communication (purchase of space) is not in its scope, at least, not enough to emerge in the hubbub of the Internet. But today, projects are being developed to support local advertisers more suited to their needs in terms of visibility and relation client. Far from the "anti-technologies", the local advertisers already focus on the emergence of a new communication tool: the mobile. With the rise of georeferenced advertising which is non-intrusive, this channel referent will be more favourable in terms of investment. This vector will take the form of virtual showcase for live push relevant and personalized promotional offers. Rest for advertisers to find a business model rentable and consumers to be responsive to the heart of this new ecosystem. (1) Figures extracted from the Union of the advertisers - 2009 Edition