National Marketers Looking to Localize Their Efforts Finds CMO Council Study
According to the CMO Council, downsizing the world-wide web to a neighborhood locator network is transforming the classified advertising and local listings business and bringing localized search marketing innovations to the demand-generation and traffic-building capabilities of field networks, sales channels, service locations and merchant outlets of national brand marketers. These include local agents, dealers, franchisees, branch offices, manufacturers reps, consultants, brokers, restaurants, hotels, and retail stores. Localized social marketing is also harvesting the audience reach and viral value of hundreds of millions of active and addicted social gamers, personal content publishers, brand and personality fans, as well as community networking enthusiasts.
“Today’s CMO is presented with a growing number of unique challenges and opportunities. The proliferation of digital media is allowing national brands to connect one-on-one with consumers at a local level, but communicating the brand promise cost-effectively and in a timely manner at the micro-level remains a challenge,” said Philip Alexander, President and CEO of BrandMuscle.
“By the time the consumer enters your store, it’s likely he or she has already made a decision based on some form of online research. This presents a significant opportunity for companies with field, channel or network marketing organizations to improve the value of their creative and marketing assets by impacting consumer demand prior to purchase. As the report suggests, we too have seen an escalation in our client’s demand for our technology based tools to easily create local microsites, social media content, electronic messaging, local events and online advertising.”
Among the notable revelations from the “Localize to Optimize” study, which was co-sponsored by BrandMuscle, Matchbin, and MediaTile and conducted in Q2 and Q3 2011, are:
• Nearly 50 percent of marketers believe localized marketing is essential to business growth and profitability, particularly as it relates to demand generation and sell-through of products and services.