In 2013, 47.3% of national brands expect to spend more on local marketing than they did this year, according to a new study from Balihoo, while an additional 44% plan to spend the same. Just 8.6% plan to cut back on local marketing spend in 2013, slightly less than the 11.1% that plan to cut back on national marketing funds. Balihoo reported in a May 2012 study that national brands were polarized as to their levels of local investment: 29% allocated just 1-5% of their overall marketing budgets to local initiatives, but 21% invested a quarter or more.
According to the latest report, brands will be placing an emphasis on digital marketing, which 67.5% of respondents rate as very or extremely important to their local efforts. Asked what digital marketing tactics they currently use, most pointed to social media other than Facebook (e.g. Twitter and LinkedIn, used by 75.5%); Facebook (69.3%); and search engine optimization (SEO, 66.2%). Read the rest at MarketingCharts.