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5 Must Have Infographics for Marketers

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Download this resource, which includes: …

Download this resource, which includes:
-Why Mobile?
-Social Media Facts
-The Local Web
-Local Marketing Roadblocks
-Local Marketing Growth Trend Continues
(Featuring BIA/Kelsey research)

Published in: Marketing

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  • 1. Local marketing is more important than ever, and the number of consumers looking in the local online space for products and services is growing exponentially.With this growth comes exciting new research, so wehavepulledsomeofthemostrelevantstatisticsandcreatedabundle offiveinfographicstohelpbrandssubstantiatetheirlocalmarketingspend. TheLocalWeb ......................................... 2 Social Media Facts .................................. 3 Mobile Facts ........................................... 4 LocalMarketingRoadblocks ................... 5 LocalMarketingGrowthTrends ............... 6 (FEATURINGBIA/KELSEYRESEARCH) INFOGRAPHIC BUNDLE IN THIS BUNDLE...
  • 2. BENEFITS OF LOCALIZED MARKETING7 Greater customer relevance, response & ROI Better conversation & connectivity among customers Improved loyalty & advocacy Brand differentiation, distinction & preference THE HUB FOR ALL LOCAL MARKETING Use local web media to reach consumers locally & drive trafffic to local websites & dealers TACTICS Develop local websites; automated content capability is an advantage LOCAL WEBSITESSTRATEGY Determine role of local marketing in national strategy Use local marketing to learn, modify & increase marketing ROI MEASUREMENT THE SINGLE LARGEST OPPORTUNITY FOR NATIONAL BRANDS The Local Web is a growing ecosystem of online media channels driving local awareness & sales. 1: Local Traffic by Search Engine, Chitika, 2012. 2: Wave 5–The Socialisation of Brands, Universal McCann, 2010. 3: The Mobile Movement: Understanding Smartphone Users, Google, 2010. 4: How Businesses Fare with Daily Deals as They Gain Experience, Rice University, 2012. 5: Internet & American Life Project, Pew, 2012. 6: Local Consumer Review Survey, BrightLocal, 2012. 7: Localize to Optimize Sales Channel Effectiveness, CMO Council, 2011. 8: Local Search Usage Study, 15 Miles/Neustar Localeze, 2013. 9: Ways to Win Shoppers at the Zero Moment of Truth, ZMOT Handbook, Google, 2012. 10: Harris Interactive. 11: Brand Automation for Local Activation, CMO Council/Balihoo, 2013. 12: U.S. Local Media Forecast, BIA/Kelsey, 2012. BUILD A LOCAL MARKETING PLAN LOCAL SEARCH 29% 39% 67% 27% of social media participants say they are more likely to purchase from a brand they follow online.2 71% of consumers say they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.6 59% of smartphone users have looked for local information. 61% call a business, 59% visit a business, and 44% actually make a purchase.3 95% of smartphone owners use location-based services, and 18% “check in” to locations.5 74% of all search queries on Google carry a local intent.1 43% of businesses running daily deals make money on the promotions.10 55-61% LOCAL MARKETING MATTERS 12 ofPCsearchesresultedinapurchase, ofallmediainteractionsarenowscreen-based: radio& printnowaccountforonly 10%.9 Takingplaceonasmartphone,laptop,PC,tablet,orTV. 90% Digitalmediaisexpectedtorepresent ofadvertisingby201727.6% 59% ofmobilephonesearches&78% oftabletsearches resultedinapurchase.8 77% 70% While ofnationalbrandmarketerssaylocalmarketingis essentialtotheirbusinessgrowth&profitability.1159% $ ofadultsintheU.S.rarelyorneverusethephonebook. mostofthem(60%)usetheInternettofindcontactinformation.10 THE LOCAL WEB
  • 3. 25 OF LOCAL SEARCHERS ON SOCIAL MEDIA ARE MORE LIKELY TO USE A BUSINESS WITH INFORMATION ON A SOCIAL MEDIA SITE OF CONSUMERS USE SOCIAL NETWORKING SITES TO SEARCH FOR LOCAL BUSINESSES. SOCIAL MEDIA FACTS 1. 2012 Local Search Usage Study, comScore and Localeze, 2012., 2 The Socialisation of Brands, Social Media Tracker, Universal McCann, 2010 3. Variance in the Social Brand Experience, CMO Council, 2011. 4. State of the Media: The Social Media Report, Neilsen, 2011. 5. 6. 2012 Local Search Usage Study, comScore and Localeze, 2012. OF BRAND MARKETERS ARE DEVELOPING SOCIAL MEDIA STRATEGIES,BUT ARE STILL STRUGGLING TO EXECUTE. OF SOCIAL MEDIA PARTICIPANTS SAY THEY ARE MORE LIKELY TO PURCHASE FROM A BRAND THEY FOLLOW ONLINE. 1 2 3 5 OFLOCALSEARCHESSAYTHEYUSE TO FIND LOCAL BUSINESSES ONLINE. 6 SOCIALNETWORKS&BLOGSNOWACCOUNT FORNEARLYAQUARTEROFTHETOTAL TIMEAMERICANSSPENDONLINE.
  • 4. of people say that even if they like a business they will usethemless often if the website isn’tmobilefriendly
  • 5. ? BY2015,COMPANIESWHO FOCUS ON INTEGRATED PROCESSES FOR LOCAL MARKETINGENABLEMENT WILL INCREASE REVENUE BY 15 TO 20 PERCENT. 5 ROADBLOCK NATIONAL STRATEGY DOES NOT SCALE About 25% of social and mobile users are dissatisfied because of incorrect business information.2 ROADBLOCK LACKOFRESELLER &CUSTOMERDATA Driving National Campaigns to the Local Level: ALLSIGNSPOINTTOLOCAL MARKETINGAUTOMATION LOCALM ARKETINGAUT OMATION ROADBLOCK POORLYEXECUTED LOCALCAMPAIGNS Only 4% of national brands rank affiliates as excellentmarketers.3 REACHING THE LOCAL MARKET WITH TARGETED CAMPAIGNS PRESENTS NATIONAL BRANDS WITH SEVERAL CHALLENGES. LEARN ABOUT THE FOUR PRIMARY ROADBLOCKS BETWEEN YOUR BRAND AND THE LOCAL MARKET AND HOW AUTOMATION CAN PROVIDE A QUICK AND EFFECTIVE ROUTE THROUGH THEM. 37% of marketers of leading brands say their measuring practices are ad hoc.1 Nearly 40% of marketers cite tracking and metrics as one of their top three marketing challenges in 2012. 4 ROADBLOCK INABILITYTO MEASUREROI Alternate Route Automation allows for sharing of relevant, local information between brand, affiliate, & partners. American businesses lose $50 billion annually due to localization problems.1 59% of brands believe local marketing is critical to enhancing profitability and growth, yet only 7% of marketers say they have effective campaigns & measures that activate local consumers.1 Just 6% of marketers say they team up with IT to collect company-wide information.2 Alternate Route Automation ensures that marketing campaigns are on brand and on strategy when executed directly into local markets. Alternate Route Automation technology provides the ability to execute in thousands of markets. Alternate Route Automation provides aggregated cross-platform analytics and metrics across multiple markets. Sources: 1 Brand Automation for Local Activation, CMO Council, 2013; 2 TMP/15 Miles ; 3 Online Co-op Advertising, Borrell & Associates, 2012 ; 4 National Brand Use of Local Marketing and ROI Metrics, Balihoo, 2012 ; 5 Top 10 Marketing Processes for 2012, Gartner, 2012. 87% of national brands are not well represented on their local marketing partners’ (affiliates’) websites.3
  • 6. Likewhatyousee? To take the next step in improving your brand’s local marketing footprint, several additional tools are available via the Local Marketing Resource Center, including: 2013 CMO Council Report: Brand Automation for Local Activation–Connecting Customer Engagement into Measurable Local Strategies Whitepaper: The Local Web–The Linchpin to Successful Local Marketing eBook: Going Local–A Marketing How-To Guide for National Brands Tool Kit: Advanced Digital Marketing Tactics AboutBalihoo Balihoo is the premier provider of local marketing automation technology and services to national brands with local marketing needs. Balihoo enables enterprise-class marketing at the local level and gives national brands full visibility into all local marketing activities and results. Providing a combination of web-based software and services, Balihoo enables national brands to dramatically reduce marketing expenses and immediately increase local sales revenue. For local affiliates, Balihoo takes the complexity out of local marketing—making it easy to quickly implement an expert, integrated marketing strategy that is consistent with the national brand. Let Balihoo help your brand assess its online local marketing effectiveness. INFOGRAPHIC BUNDLE 2012 Balihoo, Inc. All rights reserved. @balihoo balihoo.com sales@balihoo.com 866-446-9914 ©