Communicating the message of the brand at all levels remains a top priority: 81% cited uniformity of the brands’ values and promises as a goal for the year, and 64% wanted to eliminate customer confusion that conflicting execution caused. This suggests that brand consistency will continue to be more important than incorporating local-level insights and ideas into marketing efforts.
Websites remain the primary means brand marketers have to engage customers locally, with 86% citing the corporate site as part of their local engagement strategy. About half of those surveyed also used corporate social media outreach to engage consumers at the local level. By contrast, only one-third of brand marketers reported maintaining a local website, and even fewer, 27%, operated local social pages. Read the rest at eMarketer.