Nick Davies argues that tapping into the community zeitgeist can yield positive results for brands locally, so long as it is targetted in a non-obtrusive philanthropic style both online and offline. "As the (British) government continues to ponder the future of state-backed advertising, the idea that national marketing and advertising initiatives are losing their effectiveness is heavy on the minds of most. Digital initiatives such as Facebook Deals and Groupon have also shown the value to consumers of local marketing. So, can marketers improve the return on their marketing investment by shifting some of their budget to local activity that works at a grass roots level?"