Enterprise Local Marketers 2017: Benchmarking and Best Practices

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Enterprise marketers are shifting their overall digital advertising and marketing budgets more toward local tactics and campaigns. Big brands are finally rating digital tactics such as email and social media above television in terms of local effectiveness, and well above print or radio. Many spend at least a third of their budgets locally.  But is that money being spent effectively?

For this report, Street Fight surveyed advertising and marketing managers at more than 200 companies with at least 100 employees and multiple locations.  The report identifies enterprise local marketing best practices, including using online purchase data, tactics and ad formats to increase campaign effectiveness, and how best to track the effectiveness of your local marketing campaigns. It also includes a benchmarking self-test to help you evaluate your own business against industry best practices.

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EXECUTIVE SUMMARY

Enterprise marketers are shifting their overall digital advertising and marketing budgets more towards local tactics and campaigns. Many spend a third of their digital budgets locally, and 40% expect to increase the local mix. Much of the spending is also coming from traditional media – big brands are finally rating digital tactics such as email, social media, and digital display above television in terms of local effectiveness, and well above print or radio.

Based on Street Fight’s latest survey of multilocation brands, the report “Benchmarking and Best Practices: Enterprise Local Marketers 2017” examines current trends in their local marketing tactics, channels, and operations. By analyzing the survey data and correlating digital marketing effectiveness with spending, tactics, and management, Street Fight has identified key enterprise local marketing best practices. 

Executives at large companies can use this report to compare their own company’s tactics and operations with their peers, and with those which are most effective through a self-test and scoring system. And suppliers of local marketing tech and services can better understand and match the needs of their customers.

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