How Brand Marketers Manage Local Engagement, February 2013 [CHART]
Driving customers into store locations is an essential step in the path to purchase, and local advertising is one of the best ways to reach consumers “on the ground.” A February 2013 report by the CMO Council and Balihoo found that local marketing is increasingly happening at the digital level, with the greatest percentage of respondents (27%) reporting that increasing digital investment was the biggest change in their local marketing strategy in the past year. But the study also found that brands are at very different stages in terms of their integration and execution of local marketing.
Just over one-third of those surveyed thought their local capabilities were growing, while 15% of marketers reported struggling or underperforming in their local efforts. Only 7% considered themselves highly evolved in their local outreach. Read the rest at eMarketer.