GroupM Search, the search marketing specialist division of GroupM (the media-buying and -planning arm of WPP, which lays claim to more than a third of the world’s media buying) just unveiled “GMS Local,” described as “a holistic digital solution that allows national brands to connect with consumers in the neighborhoods where they live, work and play.”
The company says GMS Local is an advanced solution that uses a combination of paid, earned and owned media offerings to give national advertisers “the ability to be accurate and authentic in local conversation without solely depending on paid media to increase exposure.”
Comments CEO Chris Copeland, "The current local search marketplace is filled with vendors focused on small to mid-sized business with a heavy dependency on paid media and search listings. GMS Local is constructed to focus on national advertisers that are focused on achieving authenticity and accuracy through their owned and earned media as much as their paid placements."
As consumers turn to digital devices to access local information, consumer engagement in the local space is increasing, and this creates new business opportunities advertisers can exploit with GMS Local. The company cites a recent TMP Directional Marketing study that found 45 percent of consumers don’t have a specific business in mind when conducting local searches. Additionally, nearly half of social-network searchers select a local business based on consumer ratings and reviews.
"When designing GMS Local, we took into consideration that many multiple location advertisers have no idea if their online listings are accurate or what people are saying about their brand experience," Copeland adds, "nor are they taking advantage of having a local social media presence. Advertisers have a tremendous opportunity to drive new business by optimizing how consumers interact with their brands locally, and GMS Local is specifically designed to maximize the efficiency and effectiveness of these local engagements for national brands."