According to a recent study conducted by Balihoo and the CMO Council, 59% of approximately 300 marketers surveyed indicated local marketing as a critical component to enhancing growth and profitability. But only 7% of those who responded said they have a strong local campaign (including measurement and analytics) in place.
So why are marketers struggling with their local campaigns? According to the study, analytics, or the lack thereof, is the culprit of the local marketing woes. Only 40% of respondents said they had created an established, localized measuring method, 37% percent these metrics were ”ad hoc”. Nearly 30% of marketers who responded said they determine the success of their local campaigns based on the bottom line and sales.
Not only is developing strong measurement metrics a challenge, but listening to the local customer has also caused a kink in the marketing plan. Just over a quarter of those surveyed said they track and collect social chatter and incorporate the online voice of their customers into their campaigns.
Take a look at this infographic for more information on where marketers are struggling to make the connection to their local target markets.
Source: DMNews.com
How Strong is Your Localized Marketing? is a post from: Ritters Communication
