When Local Marketing and Digital Campaigns Intersect
August 31, 2016
Most brands recognize the importance of local marketing. Many of them also understand that localized campaigns can deliver a powerful ROI. Yet too many brands — both big and small — have yet to implement local marketing strategies.
Balihoo1 found the following statistics concerning local marketing:
– National brands that localize their campaigns see a 13:1 ROI on demand generation and relationship building campaigns.
– 64% of brands said a local marketing strategy is critical.
– 73% of respondents noted that they spend less than 20% of their marketing budget on local marketing.
– 16% of national brands do not localize marketing campaigns, despite understanding the importance of hyper-local efforts.
Perhaps the reason that some brands don’t take a proactive approach to local marketing is they fear the costs associated with doing so. But impacting your target customers on a local, and personal, level doesn’t have to mean upping your marketing budget.
In fact, by simply adding a local spin to your current digital marketing efforts, you can appeal to clients your competition is ignoring, increase your brand recognition, reduce costs*, and ultimately attract more customers to your brand.
National brands have been shifting their digital strategies to drive local traffic
You may think that big brands need not focus on local strategies, so it may surprise you to hear that MediaPost forecast that national advertisers will spend more money on local media than local marketers would.**
No matter how large a brand becomes, it’s crucial to localize marketing efforts. Jeff Lillibridge of Home Team Marketing*** perfectly summarizes why:
Local marketing will always be more relevant to the consumer because it impacts them on a personal level. Otherwise, even the best brands may find that their one-size-fits-all marketing alienates their target markets.
Consider the following statistics about local marketing by national versus local advertisers:
– In 2013, national advertisers represented a 37.7% share of local media budgets.
– MediaPost forecast that these percentages would raise to 39.4% in 2014, 39.4% in 2015, 41.7% in 2016, 41.8% in 2017, and 43.4% in 2018. That’s a 37% increase over 6 years.
– Meanwhile, the forecast for local advertisers was only an 8% over the same span of time (2013-2018).
This could be because smaller brands, trying to model their marketing efforts after more successful brands, inaccurately assume that national brands must focus on customers at a national level. But 20% of all PC search queries and nearly 50% of all mobile search queries carry local intent. Searchers are expecting to see businesses near them**** in their results, so the brands that localize their marketing will most likely gain more customers than those who don’t — whether they’re a national or local company.
To get three local-digital case studies from brands like Lenscrafters and Dr. Pepper, download Balihoo’s new Trend Report: When Local Marketing and Digital Campaigns Intersect. Also included are top strategies for improving your local-digital presence, and how real brands are increasing efficiency of local marketing efforts ten-fold.
What You’ll Learn from this Ebook
- Why local marketing is always more relevant to the consumer.
- How to use software to increase AdWords Quality Scores and lower costs.
- How to launch 10,000 local campaigns in minutes.
*Balihoo, National Insurance Brand Case Study, 2016 balihoo.com/case-study/national-insurance-brand/
**MediaPost, National Advertisers Forecast To Spend More On Local Media Than Local Marketers, 2014
***Home Team Marketing, “10 Reasons Your Brand’s Local Marketing Campaign Needs a Purpose”, 2015
****Screenwerk, “Data Suggest Local-Intent Queries Nearing Half of All US Search Volume” 2015