In order to cash in on 2015’s expected $4.9 trillion in retail sales, brands must reframe their understanding of “local” and use digital to drive more transactions in-store. Learn from experts at IAB, Altimeter, Eyeview Digital and more.

1. Top line insights from
G/O Digital’s 2015 eBook
5 Trends Redefining
Local Marketing
March, 2015

2. But physical experiences still hold sway and value in
consumers’ lives. This is because they connect products
and services to people’s real, immediate needs and desires.
In order to cash in on 2015’s expected $4.9 trillion in retail
sales, brands must reframe their understanding of “local”
and use digital to drive more transactions in-store.
Here’s how.
Digital is no longer just a
word — it’s a way of life.

3. #1 DELIVER LOCAL BRAND STORIES AND
PERSONALIZED EXPERIENCES
Achieve this by…
• Programmatically scaling and targeting your existing
content to serve local versions of offers that move
shoppers from their screens back into storefronts.
• Making content viewable across any device so consumers
see and engage with your offers in their preferred
shopping environments.
“Missing the opportunity to address a local audience on their terms is the
difference between corporate and commodified messaging and authentic
communication.”
– Rebecca Lieb, Altimeter Research Industry Analyst

4. Become a “Customer Experience Officer” by…
• Putting qualified staff in place both internally and externally to manage the overlap in channel
strategy for traditional and digital media.
• Catering messaging to consumers who jump in and out of the marketing funnel with content
that informs, engages and drives bottom-line sales.
“The media landscape has been entirely upended in
recent years, and the manner in which marketers reach
a target audience has been forever changed.”
– John Gregory, Retail Business
Development Consultant
#2 PRIORITIZE THE CUSTOMER EXPERIENCE
ACROSS A NON-LINEAR BUYING JOURNEY

5. Activate mobile by…
• Offering easier checkout experiences
• Serving relevant, local products and offers
• Providing clear, high-resolution images
• Rendering experiences quickly
Optimize social by…
• Securing personal information
• Keeping purchases private from activity feeds
• Offering low prices
• Integrating “Buy Now” features
Joe Laszlo, Senior Director,
Mobile Marketing Center of
Excellence
#3 CASH IN ON THE RISE OF MOBILE
AND HIGH ENGAGEMENT ON SOCIAL

6. Drive more impact by…
• Reprogramming your brain to use digital video ads to power
offline sales. Personalized digital video delivered through
programmatic audience buying delivers stronger performance
at lower costs.
• Moving away from delivery-focused metrics like impressions
and completion rates do not illustrate the effectiveness of
advertising. Instead, consider simple A/B or match-market
testing to track actual lifts in sales and brand metrics.
Brian Pozesky, CMO
#4 MAXIMIZE THE IMPACT OF DIGITAL VIDEO
WITH PERSONALIZED EXPERIENCES

7. Expand your understanding by…
• Defining “local” as something more than a
consideration of media or channel — think
of it as being connected to consumers’
real-time wants and needs.
• Remembering that consumers think of
national brands in terms of the stores in
their local community. Local offers can’t just
be for mom-and-pop shops anymore.
“A mass message is still vanilla — it
doesn’t take full advantage of what
local can deliver.”
– Mark Marinacci, EVP, Sales
#5 PUSH THE BOUNDARIES OF “LOCAL,” SWAP
GENERIC MESSAGES WITH MEANINGFUL ONES

8. These tips will help brands realize the opportunities
available to them at this moment in time – and
those to come. With a new, more accurate definition
of local, brands can beat the competition online and
off while driving steady streams of revenue from
every consumer touch point.
DOWNLOAD:
5 Trends Redefining Local Marketing
READ:
Bonus Q&A with Rebecca Lieb
“Remember, shoppers
don’t have a channel
strategy; they’re just
shopping.” Jeff Fagel
CMO, G/O Digital