Survey: Multi-Location Brands’ Most Effective Local Marketing Tactics

Brands surveyed by Street Fight rate email, direct mail, and their company page on social media as their most effective local marketing tactics. At the same time, a small group of early adopters is using location data to make their overall local digital marketing more effective.

Latest Local Marketing Merger Aims for Scale in Critical Listings Management Sector

Uberall’s acquisition of Navads highlights the importance of listings management and its integration with reputation management. Street Fight’s latest survey of multi-location brands shows a correlation between use of both these types of services and the overall effectiveness of local marketing.

Survey: Multi-Location Brands Warm to AI, See It as Most Useful for Email

Multi-location brands are almost twice as interested in exploring artificial intelligence for analytics as they were last year, according to Street Fight’s latest survey. But there’s a significant disconnect between their perception of what’s most useful about AI and what suppliers of local marketing tech and services think about that same question.

Survey: Identifying Best Practices in Reputation and Review Management

Multi-location brands that use reputation and review management to manage local marketing and advertising are more likely to say that their marketing efforts are effective, according to Street Fight’s latest survey. Analysis of the survey identified several related strategies that correlated strongly with marketing effectiveness, including trying to respond to every review and working with a reputation specialist with its own technology.

Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local

Many multi-location brands still find some traditional media more effective than most digital tactics and focus their digital efforts on the corporate e-commerce site or company branding. But an aggressive group of budget shifters are increasing spending across a variety of digital advertising and marketing vehicles, often with a local focus.

Proving Local Attribution and ROI Remains a Top Challenge for Multi-Location Brands

Outside of budget and time/resource constraints, local marketers at big brands and multi-location retailers continue to rate attribution and ROI as their most difficult digital marketing challenge, according to Street Fight’s latest survey. That’s similar to what they said in 2017.

Brands More Skeptical of Facebook than SMBs in Wake of Controversies

Although most multi-location brands say they’re not changing how they use Facebook for marketing, well over one fourth of the ones that use it are re-examining or decreasing their use of it due to recent scandals, according to Street Fight’s latest survey of enterprise local marketers.

Gauging the Opportunity to Replace Local Merchants’ Websites

We asked respondents what they used their sites for, and, considering the functions they deemed most important, whether they could replace them with a list of suggested companies and platforms. Facebook’s company pages and Google’s enriched listings topped the list.

Most Local Merchants Unfazed by Facebook Controversies, Though Some Signs of Trouble

By now, consequences of the negative aura surrounding Facebook’s role in customer info abuse, fake news, and Russian political meddling should have started to take hold. Yet over half of local merchants we polled said they would continue to use Facebook as they had previously, and only one in five said they may use it less.

Selling to Multi-Location Brands: Building on Omnipresent Email

In the face of sexier technologies like messaging and social media, email still has tremendous staying power. So helping brands incorporate it alongside digital and traditional marketing tactics won’t be a wasted effort for agencies and marketing tech providers.

Selling to Multi-Location Brands: Streaming Video Is On the Rise

Suppliers of local marketing technology and services should move streaming video up on their priorities lists and help their brand customers apply it effectively.

Local Merchants Highly Dependent on Social Media at Time of Uncertainty for Platforms

Well over half of the local merchants with larger budgets that we surveyed for a report last year indicated that paid Facebook ads constituted their top marketing tactic. That’s a pretty heavy dependence on a company that’s been in the news for all the wrong reasons lately.

Facebook Apocalypse? What to Monitor

Will Facebook’s usefulness as a local marketing platform be seriously weakened as a result of its recent privacy scandal and new measures to protect user data? Street Fight recommends monitoring the following to evaluate how serious the damage is.

State of Hyperlocal: Report Shows Buyer and Seller Alignment, Attribution Focus

Both SMBs and multi-location brands listed social media as the top marketing strategy on which they were increasing spending. The majority of both groups said they were maintaining or increasing spending on all of the six digital marketing types we asked about.

Selling to Multi-Location Brands: Applying Geotargeting Lessons to Mobile Push

Mobile push marketing is one of the most popular technologies multi-location brands say they’re interested in exploring in the near term. Suppliers of local marketing technologies and services can help them do more than explore by taking lessons from brands that have had success with geotargeting.

Turmoil in Local TV, But Brands Still Like It and New Tech Gains Momentum

TV remains a popular and effective local marketing tactic for multi-location brands, and there are signs that technologies for more precise targeting, media planning, and buying are finally reaching critical mass.

Momentum Builds for Third-Party Location Data; Brands See Correlation with Marketing Effectiveness

Third-party customer location data isn’t used widely by multi-location brands, but those that use it appear to have better success with local digital marketing.

State of Hyperlocal: Location Data Is Key R&D Priority Now and Longer-Term — AI and Voice on Horizon

Location data and analytics are a key R&D priority both now and in the longer term for companies supplying technologies and services to the connected local economy, according to Street Fight’s latest reader survey. Those companies deem AI and voice technology as two areas that require investment now, with an eye on a later payoff.

State of Hyperlocal: Attribution Is Top Industry Challenge and R&D Priority

Companies selling local marketing and technology and services continue to believe that online-to-offline attribution is the toughest challenge facing the industry, and it’s now their top near-term R&D priority. That’s what we’re hearing from a preliminary analysis of our annual State of Hyperlocal survey of Street Fight readers.

Selling to Multi-Location Brands: Sizing Up the Prospects

Multi-location brands have been a little slower to embrace digital technologies in support of their local marketing and advertising than SMBs, but that’s changing pretty fast. The biggest of those companies still tend to be a little conservative, but they’re shifting digital spending towards local and adopting a broader variety of tactics.