Local Brand Management a Heavy Focus
December 4, 2012
Companies have spent millions of dollars developing recognizable brands that appeal to consumers worldwide. Now, it seems many are working to improve their reputation and become more relevant to local communities as well, according to a recent study conducted by Borrell Associates.
Digital marketing tools can help you reach buyers on a broader scale than ever before. With an email, you can engage a customer that’s 10,000 miles away from you just as easily as one just a mile away. However, these consumers clearly have different wants and needs based on their geography. For example, if you manufacture sporting goods, a customer in California might want a surfboard, while a different one in New Hampshire may be more into snowboarding.
During the economic recession, many businesses scaled back on their marketing efforts as a means to conserve resources. However, these companies also realized this practice left a sizable gap in their brand management and marketing reach. Marketers are amping up the budgets allocated to reaching local markets and communities and reclaim those customer segments.
The Borrell Associates research suggests the local marketplace is due for a major rebound in promotional activities. 2012 saw a significant 18 percent growth in local digital marketing spend, cresting the $18 billion mark and surpassing more traditional mediums such as newspapers. By 2016, companies in the United States are expecting to devote upward of $26 billion to reaching local consumers through social, email and mobile channels. Mobile in particular is expected to be a big driver as more consumers use tablets and smartphones to conduct everyday activities such as online shopping and web browsing. With prospects spending more time on these devices, promotional content should be crafted with mobile consumers in mind.
How Major Brands can use Customizable Digital Assets to Focus Certain Regions
Perhaps one of the easiest ways you can bolster the relevancy of your campaigns is through the use of digital asset management tools. Marketing departments can develop a library of brand-compliant and pre-approved marketing assets that can then be used to create collateral that is made for specific regions and customer bases. No one knows their market better than the people who directly deal with local customers, so by giving them all the tools they need to engage prospects, you can ensure your message is both on-topic and relevant.