We’re kicking off our third annual executive survey about the state of the local marketing ecosystem. We welcome readers to share their thoughts on the state of the industry by filling out a short survey on what their companies are prioritizing and what challenges they’re facing. As a thank-you, we’re offering a free report or a discount on Summit tickets.
About a quarter of multi-location brands use local media agencies to help manage and evaluate their local digital advertising and marketing programs, according to Street Fight’s latest survey. There’s a modest correlation between using agencies and marketing effectiveness, and the agencies seem to help the most with TV and display advertising.
The report Enterprise Local Marketers 2017: Benchmarking and Best Practices 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.
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.
Companies selling location and proximity data and services themselves concede that it’s a pretty small market, but that location data is an increasingly critical signal for a variety of marketing, operations, and product features well beyond mobile advertising.
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.
Street Fight’s latest report on local merchants is a companion piece to our annual survey of local small and medium-sized businesses, that focuses on vendor strategies for selling local marketing services and up-selling add-ons or suites of offerings.
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.
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.
As local merchants increasingly shift their marketing spending to digital tactics, they’re becoming more sophisticated in how they manage those programs. Street Fight’s latest analysis of its local small business survey shows a much higher adoption rate of digital dashboards and the like compared with previous research.
The majority of local businesses are increasing their spending on advertising and marketing this year, and they’re shifting their dollars towards a broad variety of digital tactics. Those are two of the key findings from Street Fight’s just-released study, The Local Merchant Report 2017. Our analysis also revealed a pattern of momentum spending that makes a […]
If it’s possible to distill the 30 million small business owners in the U.S. into a single persona, Marc Reisner strikes our columnists as a great candidate: “Marc has been disillusioned by past performance and that poor performance has understandably tarred the entire industry with the same brush.”
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.
As the company’s platform expands beyond print to include a full-service digital marketing suite, it’s working overtime to change public perception and expand its role as an all-in-one service provider for small and mid-size firms.
social media, data and analytics, and mobile—especially geotargeting—are the hot technology investments for marketing and commerce. The investment in data and analytics is in part driven by the biggest overall industry challenge, online-to-offline attribution measurement, and one of the most difficult issues facing individual companies, proving ROI to customers.
Brandmuscle’s analysis of its own customer base shows that co-op support is not aligned with digital and social media marketing. Nearly 60% of them manage their marketing themselves, though their digital efforts are more effective if they outsource management to agencies or vendors.
At Street Fight Summit we raised a little controversy around the potential disruptiveness of voice search to the hyperlocal economy. Street Fight believes voice search is a critical emerging technology, a view that seemingly contrasts with that of many companies on the supply side of hyperlocal.