The Media Oxpecker: While You Were Out

Here’s a quick recap of what you might have missed last week:

  • A new study says that the localization of offers and deals is a crucial component to creating an effective marketing message:

    While the Internet has eclipsed the Yellow Pages book as the primary go-to resource for finding things locally, says the report, consumers still desire a very local buying and service experience from a trusted community participant and presence.

    Local marketing multi-channel and digital marketing platforms and solutions are enabling national or regional marketers to produce, package, distribute, and digitally repurpose multiple versions of content, collateral, advertising, direct mail, promotional, and in-store merchandising materials very cost-efficiently and effectively.

  • Paid-search ad spending has jumped 31 percent so far in the 4th quarter of 2011 compared with the same period last year. Digital display advertising has risen by 27 percent.
  • Are small businesses finding good results in social media? (h/t Bradley Zeve)
  • “The likelihood of consumers viewing, printing and redeeming a digital coupon at a brick-and-mortar store rises 19.6% if the coupons become available at 8 a.m. on Wednesday.”
  • The number of QR codes in appearing in magazines has risen by 228 percent since January.
  • And finally, a small bakery in the U.K. lost $19,500 after running a Groupon offer and receiving orders for 102,000 cupcakes.