“Moments matter,” said Kyle Lacy, an author and thought leader on digital marketing trends, at the recent Connections 2014 Conference in Indianapolis. “Every touch point and every connection is an opportunity to deliver a seamless brand experience to delight your customers.”
While perusing the Internet for new ideas and to keep myself updated on the latest business happenings, I came across this excellent presentation on marketing localization and thought it had some very interesting statistics that make the case for why you need to localize your marketing efforts. The first number isn’t a huge shock, but does lay the foundation for nearly everything I’m about to say: 97% of consumers do online research before making a local purchase. Translation: If you can’t be found locally and aren’t targeting locally, you aren’t going to beat the competition.
So how are companies making their local presence felt? In short, many aren’t. We all know one of the laws of marketing is to be where your customers are. Yet somehow, the fundamental tenet has slipped many companies’ minds. According to ReachLocal, of marketing organizations surveyed:
Jul 23, 2013
We’ve spent a lot of time on this blog discussing the challenges and benefits of localizing your marketing strategy across both traditional and digital marketing channels, and you’d be hard-pressed to find a marketer that doesn’t see the value in the practice. But there’s one marketing channel where questions about localization remain and answers are hard to come by: social media.
When I was at the Integrated Marketing Week Conference in June, this was a continuing theme and topic of conversation, whether it came up in presentations, questions to speakers or simply conversations among attendees, so it’s clearly an issue of great consternation in the marketing community. That being said, let’s take a look at some possible strategies that can help businesses overcome the challenges of social media localization.
Tags: branding, facebook, Twitter, engagement, LinkedIn, messaging, marketing, social media, localized marketing, local marketing, segmentation, SMB, integrated marketing week conference, content, strategy
Marketing personalization touches everything from the digital media we consume such as our Netflix queues and viewing histories to the transactional business relationships we maintain with financial institutions and cell phone carriers. The level of personalization that can be delivered in marketing communications depends on what you know about your customers and prospects. As marketers in the era of big data, however, it’s critical that we differentiate between personalization that builds consumer trust and the kind that erodes it – all while showing respect for our targets. Here are some guidelines.
Jun 19, 2012
We recently had the opportunity to attend a presentation given by Eric Bishop of Rockfish Interactive, who shared a quote that really resonated with us:
May 17, 2012
Part one of this series addressed trends in marketing localization as measured by CMO’s and reported in a recent CMO Council study. In this blog, we discuss how to adapt your content to local buyers and markets. Below are some tactical suggestions for localizing your marketing efforts.
May 15, 2012
arketing localization is here, and myriad factors are driving the shift. A new study released by the CMO Council reviewed the trends in marketing localization as measured by CMO’s.
In today’s dynamic marketing environment, it is increasingly important to be able to localize and personalize your marketing messages. Lately, there’s been a lot of marketing buzz about “Big Data” as a means to deliver personalization. If it feels a little nebulous, you’re not alone. A 2011 IBM CMO study (n=1,700) found that 71% of CMO’s feel unprepared for the data explosion.
Many organizations understand the benefits of big data, but don’t have the budget for centralized platforms and advanced analytics. Even when budget is not a barrier, implementing the analysis tools for big data can be complex and lead to long implementation timelines. In the interim, harnessing your organization’s existing data (even if imperfect) with a Marketing Resource Management (MRM) system can be a cost-effective step towards successful localized marketing.