Why national marketers should think locally with online ad buys

08/25/2008 | Advertising Age (tiered subscription model)

National marketers should think more like local advertisers when planning their online ad buys, which should better exploit the connection between online research and offline purchases in real-world stores, according to Greg Sterling, founding principal of Sterling Market Intelligence. "This online-offline connection is a profound trend that marketers and brands have largely failed to understand, let alone capitalize on," Sterling writes.

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