It's important for NZ entrepreneurs to understand how their digital marketing tactics need to be tailored based on the geographical reas they are targeting. A locally focused business, such as GoPest which does rodent control Auckland will have a very different approach compared to a national company or ecommerce business in terms of how they target their potential customers on the web. Take Neptunes Bed Linen NZ for example, who sell all sorts of linen and ship NZ wide as well as to Australia. The net they want to cast for their search and social media marketing campaigns is much wider than that cast by GoPest. For a local company, anything outside of the immediate geographical area is a wasted lead, and money spent to generate those leads is effectively wasted money.