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How to Do Local Digital Marketing Right: Four Adjustments Global and National Brands Need to Make

by Jason Tabeling  |  
March 1, 2017

Digital is causing the world to shrink. I'm not referring to volume, of course, because in that sense digital is exploding. In fact, as of 2015, 90% of the world's data had been created in the previous two years! What I mean is that the digital and mobile revolution is making us hyper-aware of the world around us.

Said another way, the rise of mobile phones and digital connectivity has increased consumers' expectations of understanding their surroundings. People expect to know everything happening near them—and they use mobile devices to see everything from their physical location, weather, time of day, trending conversations, friend activity, nearby restaurants and shops—right down to local inventory.

Conversely, brands themselves have access to that information, and they have the power to reach potential customers precisely at a time of need. By using that consumer information—location, interests, weather, time, etc.—as well as browsing history, habits of similar customers, tech devices they're using, and more, the mobile revolution has created a powerful new world of marketing—and it's all local (or hyper-local or location-based, depending on your jargon du jour).

Being able to harness that power means being ready for it.

So let's look at four adjustments that global and national brands need to make to seize the opportunity for local digital marketing.

1. Measure online-to-offline traffic

Before now, digital marketing's rapid growth has not forced brands to worry about how much of their digital efforts are driving in-store sales; they have instead focused on optimizing online conversions. However, now that mobile use has outpaced desktop use, brands are finding that looking only at online sales gives them just part of the picture—especially considering e-commerce accounts for only about 5% of all retail transactions.

Does that mean mobile ads or experiences aren't driving sales? Heck no! Brands just need a different way to measure.

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Jason Tabeling is SVP of digital for local marketing software and services company Brandmuscle, which helps global and national brands own local.

LinkedIn: Jason Tabeling

Twitter: @jtabeling

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  • by Expressly Wed Mar 15, 2017 via web

    Thanks for the article Jason.

    "Personalize local ads based on context" This is such an important aspect of marketing and one that can be so effective if done right. Being able to personalise ads means knowing about your customer though, and knowing what they are interested in buying can be a very powerful tool. Our solution comes by way of a network of merchants that can partner with each other and in doing so, they get access to information regarding some of the client's other recent purchases. Such information can really help to create personalised ads for the customer, which helps increase conversions and a very high ROI.

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