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Advertising is dead. The future of marketing is local.

Announcement posted by Service Central 20 Nov 2012

Why local marketing is the future of advertising.
Advertising was about broadcasting to the world what you had to sell. The days of one size fits all advertising that is broadcast over the air by television and radio stations are gone. Similarly, the days of printed mediums such as newspapers, magazines and directories are undoubtedly numbered. With the arrival of the internet, the marketing future is about one thing:  targeted local marketing.

In the past each business was required to invest significantly in advertising that spoke to the whole world. The more expensive the television campaign the more customers you generated, similarly for services businesses the bigger the ad in the printed directory or the newspaper the more customers you would receive. Unfortunately, customers (sick of being bombarded with irrelevant advertising) have switched off and these forms of advertising are no longer cost effective.

The internet has brought a new dimension to this marketing challenge for local businesses. In particular, local targeted marketing the focuses directly on generating enquiries for the specific services that each business provides in a specific area.

The secret to local targeted marketing is very targeted content that is super relevant to each local market. For example, Australia’s premiere services marketplace Service Central has created local marketing pages such as the following to target consumers looking for local services:


Theselocal services pages for Caulfield, a suburb of Melbourne , provide relevant content that combines the best of each service with specific information from that suburb of Caulfield. For example, these pages bring together information such as:

  • Service providers that provide those services in Caulfield.
  • Recent quote requests for each service in Caulfield.
  • Testimonials for that service in Caulfield.

The result, pages of rich information that is specific to Caulfield. Instantly, consumers in that area know that they are in the right place, and can trust the businesses listed in that area.