{"id":8899,"date":"2020-08-13T12:51:29","date_gmt":"2020-08-13T10:51:29","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=8899"},"modified":"2020-08-13T12:51:35","modified_gmt":"2020-08-13T10:51:35","slug":"local-digital-marketing-called-as-untapped-opportunity","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/local-digital-marketing-called-as-untapped-opportunity\/","title":{"rendered":"local-digital marketing called as \u2018untapped opportunity\u2019"},"content":{"rendered":"
\"local-digital<\/div>\n

Majority of chains call local-digital marketing an \u2018untapped opportunity\u2019<\/p>\n\n\n\n

But 77% of multi-location brands complain executing locally at scale is very challenging.<\/p>\n\n\n\n

When people hear the phrase \u201clocal busines<\/a>s\u201d they tend to think of mom and pop stores. But national brands like Chipotle, Anytime Fitness, Home Depot, Macy\u2019s and Walmart are also local businesses because they exist in specific communities.<\/p>\n\n\n\n

Local laggards. <\/strong>Despite the fact that they make most of their money in stores, multi-location brands have typically been slow to focus on local-digital marketing tactics such as local SEO, GMB optimization, review management and localized social media marketing. Many have traditionally relied on national strategies despite evidence that consumers engage with these entities primarily at the local level.<\/p>\n\n\n\n

A new survey<\/a> (registration required) from Forrester, commissioned by SOCi, finds that 60% of multi-location marketers agree local ratings and reviews and social media have \u201ca direct impact on their customers\u2019 decisions to visit a store and make a purchase.\u201d And 61% now say that improving local marketing effectiveness is a high priority \u201cnext year.\u201d<\/p>\n\n\n\n

But the gap between aspiration and implementation is significant. While extolling the benefits of a coherent localized marketing strategy, the study identifies a number of common operational barriers to effective tactical execution.<\/p>\n\n\n\n

\"local-digital<\/figure>\n\n\n\n

Operational barriers. <\/strong>The majority (61%) of Forrester\u2019s respondents (154 multi-location brands) admit that local digital marketing remains for them \u201ca largely untapped opportunity.\u201d And 77% complain that executing a local-digital marketing strategy across all their stores is very challenging.<\/p>\n\n\n\n

All of the marketers surveyed are doing some form of local-digital marketing, albeit incompletely or inadequately. The organizational challenges and pain points the study identifies include:  <\/p>\n\n\n\n