Spectrum, the location-based marketing unit within Publicis Groupe’s Starcom MediaVest Group, has entered into a partnership with Balihoo, the cloud-based tech platform that enables national
marketers to create automated, data-driven local activations at scale.
According to SMG, the new partnership enables automated “national to neighborhood” activation of marketing programs across digital and traditional channels, including local Web sites (SEO), search engine marketing, email, direct mail and print advertising.
“We all know that in today's digital world consumers' media usage is more local and more personalized than ever. Precision location activation with digital scale will truly transform clients' businesses,” said Starcom USA CEO Lisa Donohue, who also has executive oversight for Local Spectrum.
“Local marketing remains the single largest untapped opportunity for national brands,” said Pete Gombert, CEO Balihoo. “Through the use of data and technology, brands are able to precisely target their unique consumers with personalized, geo-specific messages and campaigns. These are the messages that break through the clutter and result in sales.”