broadcasters are starting to resemble media and advertising agencies, as they expand their offerings for local clients to include a range of digital marketing services.
The latest company
to do so is Gray Television, which is launching a new digital marketing services division called LocalX Marketing, to work with local businesses in markets where it operates TV stations.
LocalX aims to provide local clients with customized digital marketing services in areas including mobile and responsive design, search engine optimization, social media management,
e-commerce, database management, call tracking, and reputation management, among others.
These services should allow advertisers to craft multiplatform campaigns combining digital channels
with Gray’s own broadcast TV properties.
Gray is launching LocalX Marketing in two phases. The first phase will bring digital marketing services to 19 markets, with a second
phase extending to the rest of the company’s markets by the end of this year.
Last week, digital local online marketing firm Boostability announced that it is expanding its
partner programs to enable traditional media companies -- including broadcast TV, radio and cable -- to begin offering advertising clients search engine optimization services that are complementary
with their own advertising channels.
The new services should enable media companies and smaller agencies to help advertisers create coordinated campaigns that use traditional ad messaging
to drive search traffic.
A recent survey conducted by Borrell Associates for the Radio Advertising Bureau found that digital ad sales provide an opening for radio broadcasters to a
much broader business as digital marketing consultants, as local businesses turn to radio sales staff for expertise in app development, search marketing expertise, social media and email marketing