National-to-Local Marketers 2016: Major Brands’ Integration Needs
In our National-to-Local Marketers 2016 survey, we discovered two real pain points for enterprise marketers when it comes to local:
- They have a lot of headaches around integrating different technologies, and
- The data analytics tools frequently produce results in conflict with one another.
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“Major Brands’ Integration Needs” is the latest in a series of reports based on a survey of 200 national brands and retailers about their local marketing strategies, including the comprehensive “National-to-Local Marketers 2016” report.
Decision-makers at these companies identified key difficulties in managing their digital marketing in support of local branches, franchises, and distributors, as shown to the left. Some of their problems may arise from jury-rigged management and analytics, and some may come from organizational issues that they themselves don’t recognize.
In our latest analysis, we dug into the numbers and discovered that the integration needs of enterprise marketers reveal some clear correlations in terms of attitude, behavior and installed technologies. For example, companies that found social media advertising to be most effective planned to increase their paid search advertising, and also found local media to be extremely effective. What’s more, those with a local-specific site found digital effective across all objectives.
One way of characterizing these big national-to-local marketers is by what they cite as their most effective local marketing technique. To that end, we have created marketer profile cheat sheets that will assist would-be suppliers with messaging and positioning. Suppliers can use these as best-practice examples, and show prospects how they might better tie together marketing technologies and programs, as well as where the smart money was going, based on the successful examples. Your salesforce will have to do some advance scouting to determine a given company’s characteristics, but this analysis should help fine-tune messaging and sales pitches.
The findings maybe especially useful to those pitching big brands that may be stuck on traditional media and techniques.