Local online marketing is often unique, as it needs to show customers why a particular business has the specific products or services they need. However, if companies detract too far from their original message, consumers might not understand what is being sold to them. 

M.P. Mueller wrote a contribution piece for the Austin Business Journal explaining why consistency is so crucial for successful marketing campaigns.

According to her, a business will be much more effective when it relentlessly commits to its unique voice, personality and message. Until all aspects of advertising work effectively together, an organization will have a harder time communicating with the public.

"More often than not, we find that the right hand isn't talking to the left hand," Mueller wrote. "The company's voice and messaging are like a drawer of mismatched socks. In some instances, the logo has had work done on it by unskilled nip-and-tuckers, and sometimes the typeface is Goudy-like and other times it's Times-Roman so heavily bolded that it screams at the reader."

This will then cause brand dilution, Mueller explained, which will only confuse customers. And when this happens, they might in turn believe that your company is confused about what it wants to portray to the public.

As an example, Mueller discussed the signature pale, blue box at Tiffany & Co. While the company's employees might despise staring at the color all day, it is an iconic image that customers around the world recognize.

To create that type of image with customers today, businesses can greatly benefit from strong, targeted internet marketing. Working with Key Media Solutions will give companies the direction they need to develop everything from mobile display ads to pay-per-click campaigns.