As Brands Move Marketing In-House, Agencies Push Back
The number of big brands moving their marketing in-house is growing, but whether that decision actually leads to lower costs and faster turnaround times is still a hotly debated topic. Holly Robowski, associate director of paid media at Cardinal Marketing, offers a perspective contradicting the pro-in-house zeitgeist.
Street Fight Daily: Brands Shift Digital Spend to Local, The Enduring Benefits of Mobile Apps
BRANDS, PUBLISHERS, CUSTOMERS… Survey: Multi-Location Brands Continue to Shift Digital Budgets to Local… The Enduring Benefits of Mobile Apps for Brands…
Top 10 Programmatic Publishers of 2018…
Thunder CEO Sees Both Media and Creative Strategy Changing in 2018
Rather than applying marketing information based on devices, marketers will increasingly be able to target actual people, Wong told Street Fight in an interview. Knowledge about customers is more precise, and that’s going to change both the media and the creative strategy.
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.
The ABCs of Reputation Management for Brands
Every multilocation brand today has a social media agency or department, and most, though not all, are running some type of local listings management program, whether internally or with a partner. But plenty of brands are neglecting to do anything about online reviews of local stores.
Enterprise Local Marketers Treat AI Hype as Means to an End
Our research suggests that big brands and retailers don’t have AI high on their list of local marketing priorities. But it appears that if brands are very email- and direct mail-focused, and that’s where they’re thinking of applying AI.
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
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.
Case Study: Mattress Brand Targets Ads to Warm-Weather Locations
When temperatures rise, people get uncomfortable in their beds. This universal problem is something that the advertising team at the direct-to-consumer mattress brand Purple decided it could capitalize on to drive sales with a location-targeted ad campaign launched last year.
Podcasting Won’t Replace Local Radio Soon
As a local advertising medium, podcasting shows promise, but it has a very long way to go. The medium is fresh and growing, and ad inventory is far less cluttered than radio, although a little pricey at $18 to $25 CPM.
Comparing Enterprise and SMB Attitudes on Local Tech
In recent Street Fight surveys, both brands and local merchants reported that they are increasing the digital portion of their marketing spending. Over half (57%) of local merchants surveyed said that was the case, and 40% of the enterprise local marketers agreed.
How Brands Can Refine Their Local Marketing Mix to Maximize Results
The right marketing mix can open up doors for an enterprise brand, as successful acquisition campaigns naturally funnel new customers into loyalty and retention strategies. We asked hyperlocal executives for their perspective on how brands can tweak the marketing mix to maximize high-yield results.
#SFSNYC: Research Roundtable Shows Nuance of Defining Local and Mobile Effectiveness
Last week’s Street Fight Summit showcased a variety of research on local marketing. Analysts showed evidence of mobile’s impact and improving its performance, and reinforced that companies selling marketing tech and services must address ROI and attribution.
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.”
Tried and True Marketing Tactics SMBs Can Borrow From Premium Brands
Many small-but-growing businesses have a multi-store operation and a dynamic online presence, but simply can’t afford the custom-built, integrated retail and ecommerce systems that keep a premium brand’s customer experience tight and consistent. Here are some tactics they can employ to hack that problem.
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.
Small and Large Local Marketers Have Remarkably Similar Spending Focus
A survey of 200 U.S. small and medium businesses conducted late last year revealed that 70% said they would be increasing their digital and online marketing budgets in 2017. Fewer than a third said budgets would stay the same, and only 2% said they were cutting back.
How Brands Can Get More Out of Their Brick-and-Mortar Marketing
Marketers that fail to see local storefronts as a critical channel are missing out on a rich sales opportunity. Brands invest $70 billion in local markets each year, but a significant portion of that spend often goes to waste because they fail to work collaboratively with their local partners.
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.
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.