Local vs. global marketing - The value of community

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Travel restrictions due to the pandemic resulted in people staying in their localities. This made local neighborhoods more valuable to people and built a sense of community reinvigorating areas that had once been neglected in favor of cities.

On Google Search, the keywords ‘local’ and ‘business’ were up 80% while the combination of ‘who has’ and ‘stock’ went up by a whopping 8,000%! Staying local meant shopping local,

This shift required marketers to talk to phone list customers in different ways and focus on localizing content and message. A great example of this is Nextdoor, a social media network that focuses on neighborhoods. During different lockdowns, the channel saw a 73% rise in engagement alongside a jump in revenue as marketers flocked to connect with customers on a local level.

This just demonstrates the complexity involved in the future of search marketing as brands need to be on top of what customers are looking for.

A recent Facebook survey revealed a surge in online community groups during Covid. 91% of people have provided support to others through an online group or community, while 98% felt a sense of belonging by being part of a group. This new reliance on and trust in online communities provides marketers with an opportunity to connect with niche audiences in a meaningful way to build a loyal community base.