In a recent survey of marketing executives at big companies conducted by Street Fight, nearly half said they spend a third of their digital marketing dollars to support their local branch offices, franchises, and distributors — and 40% of them expect that budget mix to increase. But outside of email marketing, these enterprise brands are struggling to make digital as effective as traditional tactics and media. Technology integration and conflicting analytics tools are among the more prominent headaches.
Some of the key findings from our analysis of the survey include the following:
- They’re increasing their focus and spending on local marketing.
- Suppliers will have to sell both at headquarters and at local operations.
- Their digital marketing pain points center on integration, while search disappoints.