‘4 digital marketing tactics for local reach’ – Marketing Land
Megan Hannay says, “Local marketing campaigns can feel like endless rounds of “Where’s Waldo?” — getting granular on the beach, in the mountains, at the circus and so on, leading to blurry eyes and a fuzzy return on investment.
A 2015 study by Balihoo, a marketing automation agency, found that more than half of marketers believed the ROI of local campaigns to be higher than global campaigns, but they still only allocated 20 percent of their budgets to local.
Why?
Because local is a lot of work. Finding target customers on a national scale means you can zero in on a demographic. But finding target customers with a regional restriction means you’re crossing demographic with location, and targeting needs to be on point”.
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