Local Media Disruption: Mobile Could be Key

Not so long ago, small business was at the mercy of newspapers, TV & radio when they wanted to advertise their local businesses.

But that’s increasingly a challenged view, and mobile and online are going to be bigger factors. Local marketing budgets increasingly will be in flux as location-specific offers can be made to users equipped with mobile devices, based on their expressed profiles and interests.

Mobile, with location capabilities, also will offer promotion opportunities in addition to "awareness" functions. Instead of blasting messages indiscriminately, advertisers will be able to target users with greater need for a particular product, at a particular time, at a location. Advertisers increasingly will be able to provide "instant" inducements, such as discount offers, and increasingly pay only for the offers that produce an action.

The old "spray and pray" model will be sorely challenged as such capabilities are more common.

Local Media Disrupted: How TV, Radio and Newspapers Could Be Disrupted