G/O Digital Forms Research-Based Relationship With Altimeter Group & Joins As Member of Interactive Advertising Bureau (IAB)

CHICAGO, March 5, 2015 /PRNewswire/ -- G/O Digital, the leader in local, integrated marketing, today announced it has formed a new relationship with leading research organization, Altimeter Group. Additionally, it has joined one of the leading authorities on digital marketing and advertising, Interactive Advertising Bureau (IAB).

"In today's disruptive environment, media consumption and consumer behavior have changed drastically," said Jeff Fagel, CMO, G/O Digital. "As we mapped out our 2015 business strategy and plans, it became crystal clear that success for our business and our retail and CPG brand clients hinges upon redefining what success looks like across content and local marketing. By joining forces with two of the most respected, trusted and insights-driven governing bodies serving the marketing and media industries, we feel confident that together our vision will become a reality. And to help tell this story in the marketplace, we're proud to announce the launch of a new eBook titled "5 Trends Redefining Local Marketing," featuring insights from renowned retail, marketing and content experts like Rebecca Lieb, Joe Laszlo, John Gregory, Ann Handley and Greg Sterling."

G/O Digital's relationship with Altimeter Group is grounded by a joint research study, which will employ both a survey-based methodology and first-party qualitative interviews with senior-level brand marketers. The study, expected to launch in Q2 2015, will uncover the wide gap between what retail and CPG brands consider to be important "local" content and digital marketing tactics and the actual amount of emphasis they place on those tactics – resources, budgets and creative.

According to Altimeter Group Industry Analyst Rebecca Lieb, "It could be the case that some retail and CPG brands are making trade-offs between traditional and digital media as they attempt to induce customers to act at any given moment along their buying journey. The rationale and value of those trade-offs alone is a key focus area within our upcoming research."

Both G/O Digital and Altimeter Group plan to share the findings of their research through a joint webinar and speaking engagement at one of the ad-tech industry's conferences this year. Altimeter's Rebecca Lieb concluded, "We want to determine what roles customer loyalty and brick-and-mortar currently play – or have the future potential to play – in the overall success of retail and CPG marketers' advertising campaigns."

As part of the annual membership to IAB, G/O Digital has committed to working with its Local Committee to shed light on the existing challenges brand marketers face in activating local marketing. In addition, G/O Digital plans to strengthen its focus and innovation in mobile marketing by joining the organization's Mobile Marketing Center of Excellence (MMCOE).                                                

About G/O Digital
The G/O Digital vision: To Transform Local Marketing and #WinLocal.

For Local Businesses, G/O Digital, a Gannett company, is one-stop shop for local businesses looking to connect with consumers through digital marketing, from search to social and everything in between.  For National Brands and Agencies, G/O Digital delivers local digital activation at national scale with push-button simplicity powered by G/O Digital brands: Shoplocal, BLiNQ Media & Key Ring.

G/O Digital partners with more than 5,000 of the nation's top brands and retailers, including P&G, Target, Walmart and Walgreens and leads digital marketing programs with thousands of local businesses across more than 110 local markets. For more information, visit www.godigitalmarketing.com and @godigitalmarketing.

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SOURCE G/O Digital

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