Some 91% of national brands say they plan to spend more or the same on local marketing (i.e., campaigns directed at customers in their local markets) in 2013 compared with 2012 spending levels, and they cite mobile marketing, local blogs, and online customer reviews as their top 3 digital priorities for the coming year, according to a survey from Balihoo.
Across the board, digital tactics are playing an important role in brand success: 67.5% of national brands surveyed say digital marketing is extremely or very important to national brand success.
Larger companies rely on digital more: 45.0% of national brands with annual revenues greater than $500 million rank digital marketing "extremely important," compared with 38.8% of all national brands.
Below, additional findings from the report titled "National Brand Use of Digital in Local Marketing," based on a survey of 384 national brand marketing executives in North America.
Local Digital Marketing Priorities in 2012 and 2013
Asked which local digital tactics there are using in 2012, national brands ranked "other social media" (Twitter, LinkedIn, etc.) (75.52%), Facebook (69.27%) and SEO (66.15%) as their top 3 priorities.