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RAB Research Archive

The Importance of Local Connection



According to Google research, almost one-third of mobile searches were based upon location searches – and that was in 2017. The importance of local or being within the community continues to gain popularity. The terms of “locally grown” or “shop local” have become common terms by consumers. We have all seen the value in “local” and perhaps that is why American Express sponsored the first Small Business Saturday in 2010. There are other companies that understand the value of local – something that radio delivers through its 15,000+ local radio stations across the U.S. Reading a recent interview of one such advertiser sharing their views on the importance of local for their brand highlighted what radio does so well.

Source: Annette Malave, SVP/Insights, RAB



View or Download: http://www.radiomatters.org/index.php/2019/02/04/the-importance-of-local-connection/#more-2324

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