Local is on the rise. In the past decade, more consumers have begun shifting their spending habits toward local businesses and markets, keeping the cash flow in the community to help it maintain a healthy balance.
Part of this may be due to the rise in location-based technologies, including smartphone applications that let consumers check-in to and review local restaurants and businesses. In addition, companies have now been able to conduct targeted internet marketing campaigns that can allow them to pinpoint which demographic and location they should advertise to. A recent survey has shown that major brands are now beginning to use this tactic.
According to the survey, 91 percent of major national brands are expecting to spend more or at least the same on local marketing in 2013 as they did in this past year. In addition to that, nearly 70 percent of respondents said that digital marketing is either extremely or very important for a brand's success.
"Looking at the use of digital tactics for local marketing, we found that local websites and local search registration are not top priorities for national brands, yet they form the foundation for a strong local marketing infrastructure," said Pete Gombert, CEO of Balihoo, which commissioned the study.
By implementing local marketing into a small business internet marketing campaign, businesses can take full advantage of the rise in buying local and supporting the regional industry.
The study also found that many smaller businesses are turning toward social media platforms, such as Twitter and Facebook, to increase its local presence while larger companies are using a wider mix of digital media tactics. Overall, both large and small brands stated that mobile and digital marketing were extremely high priorities for the upcoming year, increasing the importance of maintaining a locally targeted internet marketing campaign.