BALIHOO - National Brands and Local Web

8/3/2019 BALIHOO - National Brands and Local Web

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Local Marketing. Automated. The Local Web


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Table o Contents

Executive Summary

Section 1: The Importance of Local Marketing for National Brands

The Gap between National Brands and Local Marketing

Local Marketing is the Last Mile o Marketing

How Efective Local Marketing Can Increase Top-Line Growth

Challenges National Brands Face with Local Marketing

Section 2: The Importance of Digital Media to Local Marketing

Marketers Increasingly Rely on Digital Media to Reach Consumers at the Local Level

Section 3: The Local Web What Is the Local Web and Why Should It Matter to National Brands?

Strategy or Addressing Local Web Ecosystem Elements

What Are the Ecosystem Elements o the Local Web?

Local Websites

Search

Local Review Sites

Location-Based Media

Daily Deals

Mobile

Local Media

Social Media

Local Web Planning Matrix Strategy and Impact or Addressing Local Web Ecosystem Elements

Section 4: How Three National Brands Are Embracing the Local Web

Case Study #1: National Manuacturer Closes the Gap between their Brand and Local Dealers

Case Study #2: National Medical Organization Cures Patient Leads with Local Websites and Integrated Ad Campaign

Case Study #3: National Insurance Provider Ensures Local Agents Are Covered

Section 5: Conclusion

The Local Web Is the Linchpin to Efective Local Marketing; and Efective Local Marketing Is the Single Largest

Opportunity or National Brands

About Balihoo

The Local Web: The Linchpin to Successful Local Marketing

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Executive SummaryLocal marketing is the last mile o marketing i.e. communication a potential customer receives when they are at their closest

point to making an actual purchase decision making it highly relevant when it comes to converting consumers with purchase

intent into buyers o a brands products. But or the majority o national brands who sell through local outlets (e.g. dealers,

distributors, agents, ranchisees, or retailers) local marketing is a highly under-served marketing channel.

This paper explains:

The reasons why national brands are alling short when it comes to local marketing and why ignoring the problem is simply

not acceptable anymore. The transormational shit occurring in digital media.

The rise o the Local Web as the dominant segment o the local advertising marketplace.

What the Local Web is and how it can help national brands close the loop on the last mile o marketing, and in turn, increase

top-line revenue.

How national brands can begin taking advantage o the Local Web.

Section 1: The Importance of Local Marketing for National BrandsThe Gap between National Brands and Local MarketingFor the majority o national brands who sell through local outlets (e.g. dealers, distributors, agents, ranchisees, or retailers) local

marketing is a highly under-served marketing channel. In the Awareness-Preerence-Purchase Cycle (Figure 1), brand marketers

spend millions o dollars nationally both online and oine to build brand awareness, interest, consideration and preerence

o the consumer, with consistent messaging that builds across multiple touch points in the cycle.

However, when it comes to marketing at the local level, where nal preerence and purchases actually occur, national brands

oten lose control o the brand message and the efectiveness o their marketing dollars because they must rely on their local

outlets many o whom lack marketing expertise and bandwidth to execute the remainder o the campaign. This disconnect

between the national and local marketing levels causes lost sales, and there is no doubt that by nding a way to close the gap,

brand marketers can signicantly improve sales and revenue.

Local Marketing is the Last Mile o MarketingThe disconnect between national and local marketing is particularly interesting when one considers that local marketing is the

last mile o marketing i.e. communication a potential customer receives when they are at their closest point to making an

actual purchase decision making it highly relevant when it comes to converting consumers with purchase intent into buyers o a

brands products.

Figure 1: The Awareness-Preference-Purchase Cycle

BRAND MARKETING LOCAL MARKETING

Awareness Interest Consideration Preerence Purchase


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The reasons are varied, but they all into 3 major categories:

1. Nationalbrandstypicallyhavetorelyonaseparateentitytoexecutelocalmarketing dealers, distributors, agents,

ranchisees, or retailers who are usually business owners or managers and this group is oten unskilled in marketing in

addition to having a plethora o competing responsibilities, marketing being only one o them. With a reliance on potentiall

hundreds o independent businesses, executing a well-timed, efective local marketing efort is an extreme challenge.

2.Simplyput,localmarketingisdicultforbrandmarketers.Itrequirescustomizationofmessagingandgraphicsacrossa

growingnumberofmediumsatahighlylocalizedlevel oten across hundreds o cities with multiple outlets in each one

Without technology, its simply not cost-efective or a national brand to modiy all o these elements at a local level.

3. VisibilityintoROIandeectivenessispracticallynon-existent,soitisdiculttomeasureandjustifythespending.

National brands typically have to rely on sell-through or order data to gauge the impact o local marketing eforts, and this

data is typically unreliable and dated.

Regardless o the challenges, its critical that national brand marketers recognize the scale o the local marketing opportunity

available to them today so they can begin building the organizations and processes that will enable them to efectively execute.

Section 2: The Importance of Digital Media to Local MarketingMarketers Increasingly Rely on Digital Media to Reach Consumers at the Local LevelA wide range o media channels exist both oine and online or delivering brand messages to local markets. Traditional media

channels will always have their place or building brand awareness, particularly at the national level, but when it comes to what

works at the local level, the importance o online marketing is growing signicantly because o its cost-efectiveness, the ability

it gives marketers to interact on a more personalized level with their customers, and its ability to reach consumers when theyre

searching or products and making comparisons.

Consider these statistics on consumer behavior which underscore why online channels are becoming so important in

local marketing:

70% o U.S. households now use the Internet when shopping locally or products and services (The Kelsey Group; ConStat)

54% o Americans have substituted the Internet and local search or phone books (comScore)

Print revenue or Yellow Pages publishers will continue to decline, while online revenue will continue at a double-digit

growth rate through 2013 (YP Talk blog reporting on Simba Inormation Yellow Pages Industry Forecast 2011)

The web accounted or or inuenced 42% o all local retail sales in 2009 (Forrester)

20% o all online searches (2.8 billion queries/month) and

33% o all searches via mobile web have local intent

(Google 2010)

82% o local searches ollow-up oine via an in-store visit,

phone call or purchase (TMP/comScore 2009)

61% o local searches result in purchases (TMP/comScore)

All o this explains the transormational shit that is underway

in local marketing and why its ast approaching a tipping pointwhere digital media will soon be the dominant segment o the

local advertising marketplace.

Research shows (Figure 2) that online/interactive advertising

revenues are expected to climb to $42.5 billion by 2015, almost

double 2010s $21.7 billion, representing a compound annual

growth rate (CAGR) o 14.4 percent. This means digital media

will represent 23.6 percent nearly a quarter o all local ad

spending by 2015.

2010

2011

2012

2013

2014

2015

$21.7 B

$24.8 B

$28.48 B

$32.5 B

$37.2 B

$42.58 B

14.1%

16.2%

17.9%

20.0%

22.1%

23.6%

85.9%

83.8%

82.1%

80.0%

77.9%

76.4%

Online/ Interactive Revenues

www.emarketer.com

Source: Bia/Kelsey, BIA/Kelseys U.S. Local Media Forecast (2010-2015),

March 21, 2011

Online/ InteractiveTraditional

US Local Online and Traditional Ad Spending Share,2010-2015% of Total

Figure 2: Online and Traditional Ad Spending Share


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LOCAL

WEBSITES

LocalSearch

SocialMedia

LocalReviews

MobileLocationBased

DailyDeals

Section 3: The Local WebWhat Is the Local Web and Why Should It Matter to National Brands?As the number o U.S. Internet users and mobile device owners continues to increase, so too does the amount o online

advertising channels available to local marketers who are looking to capitalize on this growing audience.

The Local Web is the name or the integrated, growing ecosystem o online media channels that collectively drive local online

marketing (Figure 3). The Local Web is how local online marketing happens. A national brand must claim and at least minimally

participate in the majority o these integrated channels at the local level or risk being invisible in online and mobile searches in

those geographic regions.

Collectively, new technologies and the channel elements o the Local Web are changing the way consumers buy and brands

communicate. The Local Webs social channels typically encourage consumer engagement with the brand, while the search

channels ocus more on afecting a consumers purchase intent and conversion to sale.

Strategy or Addressing Local Web Ecosystem Elements

National brands traditional online tactics do not efectively penetrate the ecosystem elements o the Local Web. In order togain traction in the Local Web, brand marketers must consider all o the ecosystem elements o the Local Web and strategically

decide:

Which ones to address (i.e. How much can they impact local marketing success?)

At what level they should be addressed (i.e. heavy involvement vs. low involvement)

How they will be addressed (i.e. manually vs. automation)

Who will address them (i.e. brand marketer, channel marketer, or local marketer)

When to address them (i.e. short term, long term, as needed)

Reer to the Local Web Planning Matrix in (Figure 4 ) on page 10 or guidance on how national brands can strategically address

and manage each Local Web element.

Figure 3: The Local Web


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What Are the Ecosystem Elements o the Local Web?LocalWebsites As with the national brands website, local websites serve as the centerpiece, or hub, or all other local

marketing tactics both online and oine. They serve as the centralized landing pages through which all o the other tactics

can be driven, tracked and measured. National brands need variations o local websites to allow them to be ound at the local

search level.

Examplesoflocalwebsitevariationsinclude:

Co-brandedaliatesiteswith each o the brands agents, distributors, dealers, etc., which allow all aliate locations to

show up individually in location searches and maps. Citysites ocused on the corporate brand, which enable all o the brand locations or that city to be listed in a single spot

and or the nationally branded site to be ound in organic search listings or the city.

Promotionalsiteswhich enable a brands new ofers or products to be ound in organic searches in each relevant city.

Search Still the granddaddy o the local web, search maintains a dominant position and continues to evolve quickly,

particularly in the local/maps arena. National brands must participate in the majority o the other Local Web elements outlined

here to optimize their ability to rank, how highly they rank, and how many times they rank in organic and local search/ maps

results.Keyfacts/stats:

73% o online activity is related to local content. (Google)

74% o Internet users perorm local search. (The Kelsey Group)

PaidSearch(PPC) PPC is old-hat or national marketers, but most local aliates have either a very unsophisticated PPC

program or none at all. National brands should create tailored PPC messages that can be used in local markets because

emotionally, consumers are more comortable with locally-oriented PPC ads they eel more connected to them and know

what action to take. In addition, PPC ads that click-through to local sites generally perorm better than ones that click-

through to broader, national brand sites.

Keyfacts/stats:

Local search advertising revenues are orecast to increase rom $5.1 billion in 2010 to $8.2 billion by

2015. (BIA/Kelsey)

By 2015, 30% o all search volume will be local in nature. (BIA/Kelsey)

OrganicSearchOptimization(SEO) The major search engines are placing an emphasis on local search results andplacing local listing at prominent places in results. While their algorithms are complex, search engines determine what to

show largely by looking at relevant pages and the quality o their content and links. This is a key reason why local websites

are important or national brands. Consistency o inormation, number o citations, number o reviews, and locations o

businesses also play key roles.

Keyfacts/stats:

Many SEO experts agree that citations, (i.e. reerences to name/address/phone) may be more important in local

SEO than links.

SEO experts agree that local search ranking actors are undamentally diferent than national SEO actors. (Local

Search Ranking Factors)

LocalSearch/MapsOptimization Local search/map results are playing an increasingly large role in the search engine

results, yet many national brands have no strategy in this area. All three o the major search engines have local/mapping

services Google Places, Bing Local and Yahoo Local that ofer ree listings or each business location. Claiming these

listings and ully completing them or all business locations should be a major priority or national brands because o the

signicant exposure they provide.

Keyfacts/stats:

Google generates Places pages automatically. Google currently has nearly 50 million Places pages waiting to be

unlocked by business owners. (Google)

80% o budgets are spent within 50 miles o the home. (DMA/proprietary)


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LocalReviewSites Local review sites are playing an increasingly important role as they become integrated into the major

search engines results. National brands should claim and ully complete their listings with review sites at the local level to help

optimize local search results. Ongoing, they should regularly monitor reviews and have a policy or responding to issues at the

local store level. This will ensure that goodwill established by the national brand is maintained at the local level. Automation

technology is available to help monitor sites at an aggregate level.

Keyfacts/stats:

Yelp has reported they have over 15 million reviews and more than 40 million monthly visitors to their review site.

59% o all local-business searchers say that ratings and reviews are important while searching or a business.

(TMP/15 Miles)

Location-BasedMedia Location-Based Media (LBM) delivers multimedia and other content directly to the user o a mobile

device dependent upon their location. Consumers use location-based applications like Foursquare, Gowalla and Loopt to search

or businesses nearby, and also to check in at business venues. These applications ofer an easy, low-cost way or national

brands to attract new customers at the local level, retain existing ones through a remember-your-name type o loyalty that

consumers want, and track inormation and statistics about visitors. At a minimum, national brands should set up their brand

pages and claim all o their local venues to take advantage o the brand awareness these applications can ofer.

Keyfacts/stats:

Foursquare, a leader in the space, reported 3400% growth in 2010.

In June 2011, Foursquare reported hitting 10 million active users.

DailyDeals Bridging the online-to-oine gap, Daily Deals are pioneering a new breed o trial-based advertising. While the

popularity o these sites, like Groupon and Living Social are growing at an astounding pace, or national brands, the merits o

participating in Daily Deal promotions remain unclear. There is no doubt that Daily Deals can help create awareness and drive

trac into local retail outlets, but how well that trac can be translated into repeat business and long-term customer loyalty

remains to be seen. National brands should look closely at whether or not Daily Deals can support their local objectives beore

deciding i theyre a tactic that makes sense.

Keyfacts/stats:

Groupon had 83.1 million subscribers as o March 31, 2011. (Groupon)

Groupon has raised $1.12 billion so ar in venture unding. (Mashable)

Mobile 2011 is being called the Year o Mobile as a result o the growing popularity o smart, mobile, Internet-connected

devices. More than ever, consumers use mobile devices, like smart phones and tablets, to research purchasing decisions within

a 10 to 20 mile radius o their location. Because o this, local websites are highly important or national brands, and mobile

versions o these websites are benecial. Brands should also consider how text messaging campaigns and QR codes might

support their local marketing objectives.

Keyfacts/stats:

Mobile web access will surpass traditional PC access by 2013. (Gartner)

53% o mobile searches on Bing have a local intent. (Bing)

U.S. local mobile ad spending will grow rom $404 million in 2010 to $2.8 billion in 2015. (BIA/Kelsey)

95% o smartphone users have looked or local inormation. 61% call a business, 59% visit a business, and 44%actually make a purchase. (Google)

LocalMedia Although traditional media continues to decline, the online version o local media outlets are gaining momentum

as consumers consume local content via the web. Many people, especially baby boomers, still draw conclusions about the

strength o brands rom traditional print and broadcast ads. National brands should continue to consider traditional media when

planning media in local markets.


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Keyfacts/stats:

Consumers in local markets nd print newspaper advertising to be most credible, with 66% saying they trust ads

in the local print edition, ollowed by ads on local TV at 51%, local radio at 46% and community websites at 45%.

(Nielson)

Digital media will represent 23.6 percent o all local advertising by 2015. (BIA/Kelsey)

The U.S. local advertising market is orecasted to reach $144.9 billion in 2014. (BIA/Kelsey)

SocialMedia Potentially the hottest space in the Local Web, social media has become critical to the interplay between

brands, local resellers and their consumers. Social media is a great way or brands to build awareness and create loyalty among

consumers who become their ans at both the national and local levels. Brands can greatly extend their reach through the

visibility gained when a an ollows them on Facebook or Twitter. For example, when a an likes a brand on Facebook, the

brands messages will then show up in the ans newseed, allowing the messages to be seen by all o the ans riends, which

typically number in the hundreds.

Keyfacts/stats:

Seven out o 10 consumers are more likely to use a local business i it has inormation available on a social media

site. (comScore Networks/TMP Directional Marketing)

Facebook has more than 750 million active users. (Facebook)

Twitter has 175 million registered users. (Twitter)

Linked in has over 100 million users. (LinkedIn)

Advertising With sophistication growing in targeting, technology and reporting, advertising via social media may very

well surpass search advertising in the long-term. Using the precision-level targeting available or social media sites, national

brands can personalize ads at the local level, making them: 1) more relevant to readers, 2) more likely to perorm better or

the brand, and 3) more cost-efective or the brand especially when compared to most traditional and search media. And

because o the analytics available through social media sites, ads placed there are extremely measurable, giving brands a

clear view o ROI.

Its important to note that while its highly recommended that brands engage in social media sites at the national and local

levels, doing so is not necessary or a brand to take advantage o social media advertising.

Keyfacts/stats:

Worldwide ad spending on social networks will top $6 billion in 2011. (eMarketer)

Facebook ad revenue will surpass $4 billion in 2011. (eMarketer)

Twitter advertising revenue will surpass $150M in 2011. (eMarketer)

LocalEngagement Beware! Regardless o whether or not a national brand has actively engaged in social media,

consumers are using it to talk about national brands and their local resellers oten in a negative light. By engaging in

social media, particularly at the city level, national brands can create place-specic communities where consumers can

have personal interactions with the brand that are more relevant to their daily lives, and where the brand can monitor and

manage their reputation. City-level sites also provide more avenues through which the brand can push demand-generation

activities.

While engaging in social media at the local level may seem daunting or a national brand, it is doable i they put inrastructure,processes and guidelines in place that support planning globally (by the national brand) and acting locally. (via aliates or

local community managers)

Keyfacts/stats:

50% o Facebooks 750 million active users log into Facebook each day. (Facebook)

More than 7 billion pieces o content are shared on Facebook each week. (Facebook)

More than 24 hours o video is uploaded to YouTube every minute. (YouTube)


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LOCALWEBCANNEL

ELEMENS

Co-Branded

LocalWebsites

Citysites

Promotional

Websites

PaidSearch(PPC)

OrganicSearch

(SEO)

LocalSearch

/Maps

Optimization

LocalReviewSites

Location-Based

Media

DailyDeals

Mobile

LocalMedia

SocialMedia:

Advertising

Social

Media:Local

Engagement

INVOLVEMENLEVELNEEDEDB

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end;lowthereafter.

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dependsonbrand

strategy/campaigns

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thefrontend;lowthereafter.

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strategy

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mediumtohigh

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OWICKLDOES

INEEDOBEADDRESSEDO

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monitoringprocess

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Mid-term.Sustained,on-goi

managementisarequireme

forsuccess.

IMPACONSCCESSL

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strategy

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strategy

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strategy

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AOMAEDORMANAL?

Automated

Automated

Automated

Automated

Automated

Automated

Manual

Manual

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Automated

Manual

Automated

Manual

WOMANAES?

Nationalmarketeronthefrontend;

aliatethereafter.Nationalmarketer

providesongoingcontentupdatesas-

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as-needed.

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Local Web Planning Matrix Strategy and Impact or Addressing Local Web Ecosystem ElementsThe ollowing matrix provides a high-level view o the impact each element o the Local Web can have on improving local

marketing. It also provides insight on what it will take or national brands to implement and manage Local Web elements

near-term and long-term.

Figure 4: Local Web Planning Matrix


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Section 4: How Three National Brands Are Embracing the Local WebCase Study #1: National Manuacturer Closes the Gap between their Brand and Local Dealers

Situation

A national product manuacturer with an extremely well-known brand determined its brand and products were not

well-represented online by local dealers despite a compelling, well-unded national advertising campaign and a strong

manuacturer website with a nd-a-dealer unction that drove reerrals to over 1,000 dealer websites every month. The

manuacturer elt the lack o retailer efort in terms o providing online inormation about their brand and products wasnegatively impacting their national marketing eforts. They elt they were losing sales in the last mile o marketing when

consumers were going online to research products and make decisions about where to purchase them in their local area.

Solution

The manuacturer turned to Balihoo or help closing the sales loop in the critical last mile. By investigating the manuacturers

local retailer websites, Balihoo identied that these sites poorly represented the manuacturer because they provided too

little inormation about the brand and products and did not highlight them in a way that stood out rom low-cost competitive

products that were eatured on these sites. The dealer sites also were not well-positioned in local search results and were rarely

optimized or lead generation.

To resolve the problems, Balihoo implemented the ollowing Local Web programs to increase the visibility o the manuacturersbrand and product inormation among consumers in local markets:

Built local websites or every dealer represented in the manuacturers dealer locator, using data provided by the

manuacturer. Once the data was input, all o the sites were automatically generated and rolled out simultaneously. Each

dealer was given the ability to co-brand and customize elements o their individual sites so they would eel comortable that

their local brand was also represented.

Fully registered local dealers businesses and websites across all major search engines and directories or those dealers who

chose to use co-op unds provided by the national brand or this purpose.

Created and executed online advertising to drive trac and leads to local websites or dealers who chose to participate in

this program using manuacturer co-op unds.

Results

Each location or every one o the manuacturers dealers now has a high-quality, co-branded website optimized or lead-

generation and search.

More than 70% o the dealers chose to apply the co-op unds provided by the manuacturer or local business and website

registrations and local online advertising. Because o this, the national brand now has easy-to-access visibility into the results

generated rom these co-op investments.

Thanks to the integration o the Local Web elements implemented through the program and the ability to track their results,

the manuacturer has determined that more than 25% o the trac to the local dealer sites is now being driven by organic

search results. These are leads/visitors the brand and local aliates were not capturing previously.

Case Study #2: National Medical Organization Cures Patient Leads with Local Websites and Integrated

Ad Campaign

Situation

A national medical organization needed to drive patients into their network o doctors across multiple cities in one o the

countrys largest DMAs (Designated Market Areas). Because healthcare is undamentally a local decision, they recognized they

would need a solution specialized or geographic targeting to achieve the results they needed.


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Solution

To solve the medical organizations unique challenge, Balihoo developed a custom solution consisting o the ollowing Local

Web elements:

A series o city-specic and medical-specialty specic local websites that enable potential patients to nd the medical

organizations doctors regardless o whether they search or doctors based on the city they live in or the specialty they

require (e.g. amily practitioner, dermatologist, surgeon, etc.). In total, more than 2000 combinations were created or the

single market area.

An integrated ad campaign that crossed online, traditional and mobile media to drive trac and patient reerrals to the new

highly targeted local websites.

Results

Through the combination o the local websites and integrated ad campaign driving trac to them, the medical organization has

seen a 6:1 ROI in the rst 3 months o the campaign. This was three times higher than the 2:1 ROI the organization expected.

Case Study #3: National Insurance Provider Ensures Local Agents Are CoveredSituation

A national insurance provider had invested signicant time and resources into their web presence at the brand level, including

PPC ads, SEO and registration. By all accounts, they were perorming well they ranked highly across the board or both branded

and category-level terms. However, Balihoo ran a local web assessment which quickly identied a major issue i a consumer

searching on the insurance providers category added any geographic modier to their search terms (e.g. city name, zip code,state), the insurance provider no longer showed up in the search results.

Solution

To solve their problem o being invisible in local search results, the insurance provider hired Balihoo to execute the ollowing

Local Web ecosystem elements on behal o their aliate agents across the country:

Create local city sites or each city in which they operate, as well as co-branded local websites (microsites) or each aliate

agent. These sites address the insurance providers key business ocuses in each market and center on driving leads into the

local oces/agents. Balihoos technology automated the roll-out o the local websites, which are customized or each city

and agent.

Claim business listings and maps in major search engine directories Google, Yahoo and Bing, along with other online

directories, such as Yellow Pages and CitySearch. Execute local online advertising (PPC, Facebook, and LinkedIn) to drive targeted local consumers to the local city and agent

websites.

Results

Implementation or this program is still underway, but the insurance provider elt the need to move quickly to:

Implement a Local Web pilot program that will take place in the all o 2011, with over 100 customized websites being

activated during the pilot phase.

Once the pilot program is completed, the insurance provider expects to roll-out more than 200 additional city web sites to

cover all geographies in the U.S., and up to 70,000 local agent sites to cover their entire base o agents.

Section 5: ConclusionThe Local Web Is the Linchpin to Efective Local Marketing; and Efective Local Marketing Is the Single Largest

Opportunity or National BrandsThe goal o this paper was to raise awareness o how critical efective local marketing is to the success o national brands and in

turn how big o an impact the Local Web can have on increasing the efectiveness o local marketing.

Balihoo believes the Local Web is the linchpin to efective local marketing, and that efective local marketing represents the

single largest opportunity or national brands to drive top-line growth and reach consumers at the point where they are making

nal preerence and purchase decisions.


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Clearly CMOs across the country agree. According to The 2011 State of Marketing reportpublished by the CMO Council, the

three critical areas o attention that lead the to do list o CMOs in 2011 are:

1. Multiplying Marketing Perormance: The key management mandate to marketers is to drive top-line growth and market

share while better dening the brand and value proposition. Marketers must move to optimize the marketing process

in order to maximize business perormance. Through new automated campaign and lead management tools, marketers

can engage in highly interactive (and highly relevant) dialogues across multiple channels, reaching across social, digital,

and traditional media channels. Connecting the measurements o these multiple channels is one o the key challenges

marketers will seek to address in 2011.

2. Redening Customer Experience: Marketing must redene the customer experience, developing Web experiences that

are highly engaging, personalized and diferentiated. Marketers need to better understand the impact marketing and

technology integration can have in making customer experiences more gratiying and satisying, thereby improving loyalty,

retention and repeat purchase.

3. Using Insight to Grow Brand Anity: As marketers continue to engage with customers in instant, online social channels,

gathering data rom every impression, every search, every transaction, status update, or tweet can develop a more

complete prole o the customer and must be integrated with oine data sources. Marketers must respond to the

paradigm shit o BtoC to CtoB (i.e. consumers being in control o the way products are marketed to them) with reviews and

reassessments o their marketing mix and allocation o spend. This includes greater use o localized marketing tools, mass-personalized messaging solutions, social media channels, and mobile relationship marketing platorms, among others.

National brand marketers who want to increase revenues and extend their brand closer to the point o purchase decision should

take a serious look at how they can increase their perormance in the Local Web and close the gap on the last mile o their

marketing.

About Balihoo

Balihooisthepremierprovideroflocalmarketingautomationtechnologyandservicestonationalbrandswithlocalmarketingneeds.

Balihoo enables enterprise-class marketing at the local level and gives national brands ull visibility into all local marketing

activities and results.

Providing a combination o web-based sotware and services, Balihoo enables national brands to dramatically reduce marketing

expenses and immediately increase local sales revenue. For local aliates, Balihoo takes the complexity out o local marketing

making it easy to quickly implement an expert, integrated marketing strategy that is consistent with the national brand.

Let Balihoo help your brand assess its online local marketing efectiveness.

www.balihoo.com

Documents

BALIHOO - National Brands and Local Web