A recent study commissioned by Balihoo of 384 brand marketing executives in North America has shown how national brands will be prioritising their local marketing in 2013 with Digital tactics playing an increasingly important role.
“Balihoo’s survey results are in line with other industry research showing the growing importance of local marketing for national brands,” said Pete Gombert, Balihoo’s CEO. But why is this?
One answer could be that the emergence of tools such as Google + Local means that local customers are now more inclined to leave reviews, search for local alternatives and expect more from a business they intend to spend their money with.
The strength of the Internet and Social Media now means that Local Marketing has gone global. A customer with a national base, for example a law firm with sites in several different cities, has good reason to focus their marketing in each local area as customers from Manchester will want to know what other Manchester customers think, not necessarily what a customers in Bristol found. Likewise, a bad review in one area could damage a reputation nationally and businesses need to be aware of how to best manage this.
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