With digital marketing on the rise, one forecast predicts digital revenues will account for more than a quarter of U.S. local media advertising. Meanwhile, a separate study found that roughly 68 percent of companies rank digital marketing as extremely important for national brand success.
National Brand Use of Digital in Local Marketing surveyed 384 North American companies with annual revenues of $100 million or more. While respondents primarily used social media and search engine optimization (SEO) for local digital marketing in 2012, the top three tactics they plan to add in 2013 are mobile, local blogging and customer reviews.
As smartphone and tablet use skyrockets, brands are realizing consumers' desire for customized, local information on-the-go and how to capitalize on it. According the the study, 91 percent of respondents expect to spend an equal amount or more on local marketing in 2013 as they did in 2012.
The survey also asked companies about their relationship with local affiliates. While about half of respondents reported relying on local affiliates to sell brand products and services, roughly 54 percent of them believed that affiliates lacked expertise in mobile marketing.