06 Feb '12, 4pm

Report: National Marketers Love Local, Fail At Basic Tactics

Report: National Marketers Love Local, Fail At Basic Tactics

GMS Local, an initiative from GroupM focused on local search and local digital strategies, recently conducted a survey of national marketing executives (mostly in the retail sector) about their localization strategies and tactics. The survey was fielded in September and November 2011. What the agency found was considerable enthusiasm for local-digital marketing. Yet there was also a surprising lack of sophistication in many of their tactics. GMS Local found that most of the respondents spent more on local vs. national advertising and more generally on digital than traditional media marketing: 70 percent of marketers surveyed said they spend greater than the national average (60 percent) of their advertising budgets on local vs. national initiatives. 70 percent of marketers surveyed answered that they spend greater than the national average (25 percent) of their local adver...

Full article: http://searchengineland.com/report-national-marketers-lov...

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