The vast majority of national brands (88%) in North America are investing some portion of their budgets in local marketing, according to local marketing automation provider Balihoo’s “Research Micro Study: National Brand Use of Local Marketing and ROI” (reported via eMarketer). They are influenced by the location-based social networks, hyperlocal communities and local search that garner consumer interest, but also relying upon outdoor media (like billboards), the TV spot market and radio.
National brands are polarized as to their levels of investment: 29% allocate just 1-5% of their overall marketing budgets to local initiatives, but 21% invest a quarter or more. Read the rest at Marketing Charts.
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