National advertisers want to target local communities online according to a new study conducted by Sterling Market Intelligence and commissioned by Marchex, Inc. The down side to this new trend is National advertisers are confused on the best tactics and best traffic sources to use and how to measure their ROIs.

The study, conducted between September 11 and September 21, 2008, surveyed 150 national advertisers or agencies that offer products and/or services through local outlets, dealers, franchises or branded stores across more than one state. The study examined advertising budget allocations, local online advertising strategies and tactics, and ROI perspectives on national advertisers’ local online advertising efforts

Marchex is the largest owner of geo targeted domains in the world with a portfolio of over 400,000 geo domains.  I imagine we will see many more of these commissioned studies by Marchex to help educate main stream media.

Sterling Market Intelligence has launched a webinar titled “Local Online Advertising: Strategies and Tactics Every Company Should Know,” if you want to further your education on local advertising.

(Via MarketWatch.com)