Where Local Agencies Help Brands Most

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.

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.

New Street Fight Report: Benchmarking and Best Practices in Enterprise Local Marketing

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.

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.

Taking the Pulse of the Location Data Ecosystem

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.

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.