Local marketing strategies provide an advantage over national or regional strategies in many cases.

Online marketing agencies can tailor their marketing channels and marketing mix in order to target only the populations of specific cities or states. Such populations tend to prefer niche products and advertising messages designed to speak directly to them, particularly about their niche products. Philadelphia cheesesteaks or San Diego California rolls are two prime examples. When customizing their online presence, companies can create Facebook groups, cultivate Twitter followers, and build blogs that are relevant to each area where they wish to market. Necessarily, each market would have a different set of social media groups. It would not, for example, be prudent to market New York pizza to the population of Chicago or Phoenix-style Mexican cuisine to the citizens of Denver. Although these examples highlight food advertising, the same principles apply to other regional preferences and their applicable advertising campaigns.