Executing local digital marketing strategies at scale challenging for 77% multi-location brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2020, 2:41 AM UTC

Local digital marketing remains “a largely untapped opportunity” as per SOCi’s recent survey of 154 multi-location brands.

As per the report, 77% of multi-location brands find executing local marketing at scale, challenging. Also, 60% of multi-location marketers say local ratings and social media reviews have a direct impact on customers’ decision to visit a store and make a purchase.

The report states, organisational challenges and pain points for multi-location brands consist of, not enough resources to scale local marketing and lack internal co-operation among teams. However, 61% of those polled say improving local marketing effectiveness is a priority “next year”.

Other top priorities include enabling vendor service-level agreements and reviewing management response times. Centralised (32%), decentralised (23%), and hybrid (45%) were the approaches used by multi-location brands for local digital marketing efforts.

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