National Brands Do Local Digital Marketing

According to the findings of the “National Brand Use of Digital in Local Marketing” study, a survey of national brand marketing executives in North America commissioned by Balihoo, national brands are betting big on local marketing with 91% surveyed expecting to spend more or the same on local marketing in 2013 as they did in 2012. 

Expected 2013 Marketing Spend (% of Respondents)

 

Expected Market $ Spend

Market

More

Same

Less

Local

47.3%

44.0%

8.6%

National

47.4

41.2

11.1

Source: Balihoo, November 2012

Digital tactics will play an important role across the board for national brand marketing planning, with 67.5% surveyed reporting digital marketing as extremely or very important to national brand success. 

Importance of Digital Marketing For National Brand Success

Importance

% of Respondents

Revenue ≥ $500M

Revenue $100-250M

Extremely important

38.8%

45.0%

34.0%

Very important

28.65

 

 

Important

27.6

 

 

Unimportant

4.17

 

 

Source: Balihoo, November 2012

When asked about local digital tactics they’re currently using, national brands ranked Other Social Media (Twitter, LinkedIn, etc.), Facebook and SEO as their top priorities. National brand marketers were also asked about local digital tactics they’re not currently using but would like to begin using in 2013.  

Use of Local Digital Tactics (2012 & 2013; % of Marketers)

 

% of Respondents

Digital Tactic

Used in 2012

Not in 2012; Possible 2013

SEO

66.15%

14.84%

Local search registration

22.66

19.53

Pay per click advertising

44.27

19.01

Digital display advertising

50.26

14.06

Mobile marketing

32.03

35.42

Facebook

69.27

12.24

Other social media

75.52

14.58

Online customer reviews

22.14

30.99

Local websites

46.35

16.15

Local blogs

26.04

31.51

Source: Balihoo, November 2012

 Additional local digital priority findings:

  • Only 22.6% of respondents are currently using local search registration and only 19.5% ranked it as a priority for 2013
  • Larger national brands ($500M+) are using a wider mix of digital tactics than smaller national brands ($100M - $250M)
  • A larger percentage of smaller national brands ($100M - $250M) are using Facebook and Other Social Media (Twitter, LinkedIn, etc.) than the larger national brands ($500M+)

Pete Gombert, Balihoo’s CEO “...particularly interesting is how national brands are prioritizing their local marketing tactics... there is a lot of opportunity for national brands to better lead and support their local channel partners...”

The study probed into the digital marketing trends for national brands that rely on local affiliates (dealers, agents, resellers, channel partners, retailers, and franchisees).  Only 4% of this sub-segment ranked their affiliates as excellent at marketing, with the majority (47%) ranking affiliates as moderately effective.

 87% surveyed said that their national brand is not well represented on affiliate web sites.  When asked in what areas their local affiliates lack expertise and the ability to execute effectively, respondents identified as top weaknesses:

  • Mobile marketing (53.4%)
  • SEO (49.4%)
  • PPC (46.6%)   

 To obtain the free PDF study from Balihoo, please visit here. 

 

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