91% of US national brands are expected to invest more or the same dollar amount in local Internet marketing heading into the year, reports local marketing company Balihoo. Of the survey participants, 47% of brands said that they have plans to invest more in local Internet marketing into 2013 than previously spent in 2012. The majority of that investment is expected to flow into mobile local marketing.
More than 34% of brands plan to leverage mobile and use it as a major local Internet marketing tactic in 2013.
While mobile strategy is projected to increase next year, local website investment and local search registration is projected to decline in 2013. Balihoo has said that local search registration strategy will be less of a factor by nearly 3% into next year. Local website strategy is projected to have a steep decline, from 46% in 2012 to roughly 16% for 2013.
Balihoo has also said that local Internet marketing strategies are being used more by national brands earning more than $500 million annual in comparison to smaller firms. The research has also pointed out that brands earning between $100 to $250 million are more likely to adopt social media strategies more frequently.
These survey results fall in line with predictions from other researchers which show that local Internet marketing is becoming increasingly important for US national brands. More interesting is how these brands are prioritizing local Internet marketing strategies. When looking local from a tactical perspective, local search registration and local websites aren’t top priorities for these brands, although the framework for strong local Internet marketing is present. This is where a local presence could potentially be improved, better supporting local through the development of assets and a more organic focus on local marketing.
Are you or your company planning an increased focus on local in the year to come?