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National Brands Lack Tools to Execute Local Campaigns Effectively

by Lenna Garibian  |  
February 20, 2013

Though 59% of national brand marketers say local marketing is essential to their business growth and profitability, only 7% say they have highly evolved campaigns in place—complete with measurements and analytics—that can activate consumers at a local level, according to a report by the Chief Marketing Officer (CMO) Council in partnership with Balihoo.

One-third (36%) of national brand marketers say they are developing their campaigns and strategies to activate local audiences, and 29% have reasonably effective programs in place to do so:


Dissatisfied with the effectiveness of their local channels and field sales partners, many national brands are banking on new digital media channels to boost local marketing efforts, the study found. However, most still question the impact and value of mobile investments.

Below, additional findings from the report titled "Brand Automation for Local Activation," conducted by the CMO Council in partnership with Balihoo, a provider of local marketing automation (LMA) technology.

Key Customer Touch Points

For national brand marketers, managing a network of local marketing activities is challenging—particularly given the vast array of traditional and digital channels.

Not surprisingly, when communicating with local audiences, brand marketers tend to rely on the same channels at the local level as they do at the national level: 86% use corporate websites for local marketing, 72% use email, and 49% rely on corporate social media feed. 

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by timo Fri Feb 22, 2013 via web

    National brands get better tools to engage users locally, and then sell across all channels, via #CEM (consumer engagement-mobile):

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