Infographic: Here’s How National-to-Local Gets Done

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You start with objectives at the national level, learn and tweak based on data feedback on the ground, and just make sure there’s constant and immediate communication between the two sides. The cloud offers the easiest and most flexible way to do that. This cloud layer might be called the “Local Service Layer. Here’s how it works…

In National-to-Local, Success Is All About Boots on the Ground

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The key challenge of implementing marketing technology from the corporate office to the local branches and representatives is compliance at the local level. The key to rolling out local marketing efforts seamlessly comes down to education, engagement, and adoption…

Creating a “Local Service Layer” — To Build or To Buy?

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The question of “buy or build” is everywhere in technology, and for something as important as brand integrity, it is paramount to making the right choice. Marketers can use cloud software to empower local affiliates to evangelize the brand in a controlled environment while using data to localize messaging in an automated way…

Best Practices in the Cloud-Based “Local Service Layer” for National-to-Local

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Thanks to evolving tech tools, national marketers are in a powerful position to harness their web of data to deepen their relationships with consumers via their local agents. Best practices set a baseline of data, create a parent-child structure, monitor performance — and iterate, iterate, iterate…

The Local Service Layer: How National-to-Local Succeeds

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In developing a national-to-local strategy, brands need to consider these two key resources: people and data. Employees, affiliates and other local evangelists offer an immense resource for promoting a brand to local consumers. At the same time, a deluge of local information is now available to allow brands to tailor messaging programmatically. In the first of a series sponsored by Surefire Social, we delve into the emergence of a way to harness data and empower agents on the ground…