Global companies benefit from local marketing efforts, study suggests
New research suggests that companies that are 'global, can act local' during the last mile of a marketing campaign, by activating small business partners and local marketing leaders that can reach consumers with the correct local context and tone.
A report published today (November 9) by Brandmuscle finds that 57% of local marketers welcome support from global and national brands that sell through distributed local marketing.
Further, local marketing spend is on the rise. With local affiliates increasing their marketing spend, 93% of those surveyed say they are planning to maintain or increase spending on digital marketing in 2017.
The study suggests that local affiliates are looking to corporate brands for help with additional funding, support with digital media as well as marketing training. It also finds that local affiliates are eight-times more likely to see lead generation when they advertise on social media (compared to other social media approaches).
"This year's report combines our original research with advice from marketing leaders who are dealing with today's local marketing challenges for some of the largest brands in North America," said Clarke Smith, Brandmuscle's chief strategy officer.
Brandmuscle's State of Local Marketing Report research draws from more than 2,100 survey responses from small business affiliates of global and national brands.