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Digital brand marketers in North America believe local marketing is critical to their success, but they’re not happy with local campaign results. According to a December 2013 study by Balihoo, while nearly three-quarters of digital brand marketers in the region invested in local marketing, just 8% were “completely satisfied” with such efforts.
Marketers polled believed that social media, email and local sites were “important or essential” to their local brand strategy. However, respondents placed more importance on digital tactics for national brand campaigns compared with local campaigns.
And despite the emphasis on social, email and websites, most brand marketers weren’t actually prioritizing the digital tactics they believed to be important. Fewer than 40% said they prioritized email as “very important or essential”; 22% said the same for local sites and one-quarter for social media. This inaction likely contributed to the lack of satisfaction for local marketing campaigns.
Balihoo noted that it expected to see marketers place more importance on digital tactics for local campaigns in the coming years, which will likely lead to higher usage. For example, BIA/Kelsey figures pointed toward a jump of nearly 30% in local social media ad spending this year, pushing the total to $2.2 billion; however, national spending was expected to remain No. 1, at $5.7 billion.
More than eight in 10 brands expected to maintain or increase investments in local marketing this year, according to Balihoo. In January 2014, Pivotal Research Group estimated that total local campaigns would claim 47.1% of all US ad revenues to reach $63.99 billion this year.
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