Marketers to Increase Localization of Social and Mobile Campaigns

Last year, research firm Balihoo pointed out the difficulty that large marketers face when they try to advertise on the local level.  These enterprises know they can better compete with local businesses and increase sales multiplemobilewhen they engage with customers on a personalized basis. New research from the CMO Council explains how enterprises can go about this process.

The CMO Council’s Brand Automation for Local Activation report studied the responses of nearly 300 marketers who are committed to both local and national marketing campaigns.  The top problems encountered in managing campaigns at both ends of the spectrum are “resources, budget and bandwidth.”  Because of logistical and bandwidth difficulties, about 1/​3 of marketers experience a 30-​day delay in rolling out national campaigns to the local level.

In addition, many are using digital resources at the corporate level, like websites (86%) and social media (49%) to connect with local shoppers. Only 33% use a local website and 27% use local social media.

CMO analysts are encouraging marketers to streamline their collaborative process between local and national decision makers to improve the brand experience for customers. Marketers who have been, until now, hesitant to embrace the local/​mobile/​social effort should focus on social this year. This also means developing resources such as a Facebook for each local store.

The study reveals that marketers are still falling short on allocating digital marketing budgets to the local level – they may be spending on 7.5% locally on digital while they’re spending 25–30% nationally. For now, the local spending is distributed primarily to outdoor, magazine and radio. Part of this is because of the logistical difficulty of coordinating ad campaigns at the local level. To solve this problem, marketers will be moving beyond the key step of investing in technology and gathering data. They’ll be investing in automated systems that allow them to deliver customized content at the local level, measure results, and make adjustments in order to effectively reach customers — especially in digital channels where more shoppers are spending their media time.

To learn more about mobile marketing responders, a key target in local campaigns, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Source: Brand Automation for Local Activation. CMO Council. 2013. Web. 5 Mar. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.