brands | Street Fight

How Brands Determine Their Local Marketing Effectiveness

David Card

How Brands Determine Their Local Marketing Effectiveness

Website analytics are the most popular means of evaluating local marketing for multi-location brands. While that’s a logical tactic for analyzing digital marketing and advertising effectiveness, it hardly presents the full picture of multichannel marketing or online-to-offline attribution.

Survey: Enterprise Marketers Are Increasing Local Digital Mix

David Card

Survey: Enterprise Marketers Are Increasing Local Digital Mix

As enterprise local marketers become experienced with digital tactics they originally used to promote their corporate sites, they are getting more savvy about digital marketing. Today, most of them spend less than a third of their digital budgets on local campaigns and programs, but 40% say they are increasing the local mix.

Using Social Media for Enterprise Local Marketing: Comparing Twitter and Facebook Marketers

David Card

Using Social Media for Enterprise Local Marketing: Comparing Twitter and Facebook Marketers

Surveys suggest social media is pretty influential for shoppers, particularly young ones, although they gravitate to Instagram and Snapchat. Big brands are taking heed. Although packaged goods giant P&G said it was paring back its most highly-targeted Facebook ads, it recently confirmed that it was maintaining its overall Facebook spending.

Why Insurance Giant State Farm Approaches Digital Marketing Like a Small Company

Joao-Pierre Ruth

Why Insurance Giant State Farm Approaches Digital Marketing Like a Small Company

At a time when customers are accustomed to looking up insurance quotes on the Web or through an app, Edward Gold, advertising director at State Farm, says his company thrives off of its local interactions. He spoke with Street Fight about the approach the insurer takes with marketing at the local level.

Constructing the Enterprise Priority List for Local Search

David Mihm and Mike Blumenthal

Constructing the Enterprise Priority List for Local Search

“I think some local managers in corporations are getting pushback as to why their local traffic is falling, and if it is why should they maintain local pages? What is hard to explain is that those pages DO feed Google,” Mike Blumenthal tells David Mihm. “But these locations need to be not just well structured, but easily found and crawled by Google, not hidden behind some opaque code.”

5 Platforms Connecting Local Customers to their Online Footprints

Stephanie Miles

5 Platforms Connecting Local Customers to their Online Footprints

More than half of marketers expect cross-channel measurement and attribution to occupy most of their time, attention, and resources in the coming year. Many of these marketers will be exploring new technologies that close the loop on attribution and unlock the hidden connections between web viewing sessions and in-store purchases around the globe.

New Report Identifies Enterprise Customer Types & Needs

David Card

New Report Identifies Enterprise Customer Types & Needs

In our latest analysis, we discovered that the integration needs of enterprise marketers reveal some clear correlations in terms of attitude, behavior and installed technologies. For example, the companies that found local store sites to be most effective were also doing well with local print, and planned to increase their social, mobile, and digital display advertising.

Survey: Demand for Multichannel Programmatic Is Promising

David Card

Survey: Demand for Multichannel Programmatic Is Promising

Nearly one-third of the respondents in Street Fight’s survey who also said that local media and content was important for their marketing were thinking about such cross-channel programmatic. Interest appeared highest for marketers who found local TV effective, but also played strongly with radio and print fans.