Based on a recent study of large businesses and national brands conducted by Balihoo (a local marketing firm), it has become apparent that businesses will continue to focus more of their marketing efforts in 2013 on local internet marketing. Over 90% of these businesses and brands project that in 2013 they are likely to maintain or increase their local marketing budget, effort, and focus. Nearly 50% plan to increase their local internet marketing budget in 2013, as opposed to the amount they spent in 2012.
Local Marketing Meets Mobile Marketing
The Balihoo survey points out that a great majority of national brands and businesses that will be increasing their local marketing expenditures in 2013 will attribute much of the increase to a calculated focus on local mobile marketing. Mobile local marketing is set to be a chief marketing strategy for over one-third of the businesses included in the study. The fact is significant that the number of businesses devoting budgets and resources to local mobile marketing is increasing year over year.
Some Local Strategies Should See A Decline
As the 2013 shift to mobile local internet marketing services takes off, the casualties of this shift are likely to be local website expenditures and local search registrations. The Balihoo study predicts that local search registration will see a minor decline. Local website marketing strategies, however, are poised to nose dive with a projected 30% decrease in usage and budget allocation.
Businesses Of All Sizes Are Taking Advantage Of Local
The trend noted by Balihoo shows larger businesses with greater than half a million dollars in revenues are implementing and executing well rounded and robust local internet marketing strategies. Mid-sized and smaller businesses of roughly a third of that size tend to lean on local social media marketing more, as a beneficial local marketing strategy.
Prioritizing Their Local Strategy
The results of the Balihoo survey only further emphasize the trend towards local search marketing and the need for businesses to have a sound local marketing strategy. One of the more fascinating results to come out of the study is not that businesses are moving to local, but how these businesses are prioritizing their local marketing efforts and expenditures. While the study shows that local search registration and local website optimization strategies will decline in 2013, they still make up the foundation of a local marketing strategy. Larger businesses are turning their priorities to refocusing on their relationships with local locations and pushing their marketing through the local outlets.
National Brands Look To Help Their Local Affiliates
Nearly 90% of businesses surveyed in the Balihoo study did not feel their local affiliates were correctly and successfully utilizing local marketing strategies. The great majority of businesses know their local affiliates need assistance. Big business has long marketed on a national level to allow their local affiliates and outlets to then reap the benefits. The study shows that in 2013, as the local internet marketing trend continues to grow, national brands will move away from this top down approach and foster a local-up approach. Basically, this means larger businesses will push their online marketing efforts through local affiliates and channels to increase revenues on a local level, which will then funnel its way up to the hub of the business.
For nearly three decades, Chris Marentis, founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.