St. Louis (PRESS RELEASE – July 30, 2011) – As part of its focus on delivering solutions that serve the emerging areas of opportunity for GroupM clients and beyond, GroupM Search announced recently the launch of GMS Local. GMS Local is a holistic digital solution that allows national brands to connect with consumers in the neighborhoods where they live, work and play.
GMS Local is an advanced solution that utilizes a combination of paid, earned and owned media offerings. GMS Local delivers to national advertisers the ability to be accurate and authentic in local conversation without solely depending on paid media to increase exposure. Additionally, through social listening and community activation, GMS Local will allow national brands to shape a very tailored response that will be genuine to a specific market.
“What was once represented in a yellow book that arrived on your doorstep is now a fragmented mesh of digital outlets, each presenting opportunities and challenges for brands,” said Chris Copeland, CEO, GroupM Search. “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, dramatically. This change in behavior has created new business opportunities that advertisers can take advantage of with the help of GMS Local.
According to a recent TMP Directional Marketing study, 45 percent of consumers do not 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 (comScore Local Usage Study, 2011). Both studies indicate opportunities for advertisers that extend well beyond buying presence in local directories and on search engines.
“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,” said Copeland. “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.”
About GroupM Search
GroupM Search is the search marketing specialist division of GroupM, the media buying and planning arm of WPP responsible for more than 1/3 of the world’s media buying. GroupM Search provides industry-leading search marketing strategies, technology development, research, staffing and training to GroupM communications planning agencies divisions including Maxus, MEC, MediaCom, and MindShare, as well as the direct-to-client brands, Catalyst Online, Outrider and Quisma. Honored by OMMA Magazine and MediaPost as the 2008 Search Marketing Agency of the Year, GroupM Search has the largest global footprint of any other search organization with more than 700 search marketing strategists spanning 40 countries. Global search marketing perspective from experts across the organization can be found on the GroupM Search blog, SearchFuel.