As brands look to scale their local marketing programs, new research from high-tech brand marketing firm BrandMuscle introduces the concept of precision marketing, a more intelligent form of advertising that meets consumers where they are going based on their preferences, observed behaviors, and patterns of life.
The firm’s highly-anticipated fourth annual State of Local Marketing Report discusses emerging trends, using augmented reality to provide readers with bonus content from the company’s executives and thought leaders.
As brands look to scale their local marketing programs, the report introduces the concept of precision marketing, a more intelligent form of advertising that meets consumers where they are going based on their preferences, observed behaviors, and patterns of life. Through predictive analytics, the report explains how brands will reach customers everywhere along their path to purchase, driving sales, not just leads.
Highlights of the report include:
- Analysis of data based on 2,700+ survey responses from local business partners based on 150K+ data points on local and channel marketing and hundreds of millions’ of dollars of co-op/MDF and local marketing investments made by national brands since 2011
- Introduction of the concept of precision marketing and the impact it will have on brands
- Examination of how brands can effectively scale their marketing spend, ensuring they do not waste a dollar
- Cross referencing of survey responses with an analysis of corporate co-op spending to showcase where marketing dollars are being spent and proving most effective
“The State of Local Marketing Report is truly the only one of its kind,” said Clarke Smith, BrandMuscle’s chief strategy officer, in a news release. “By highlighting trends and insights, we’re able to generate prescriptive advice that helps some of the world’s largest brands pay attention to, and even change, their local marketing strategies to ensure every dollar at the local level is spent to maximize business value.”
This year, in tandem with the State of Local Marketing comes the release of BrandMuscle’s new app, BrandMuscle Insider, an interactive experience designed to supplement the report, providing videos and case studies to the reader. BrandMuscle Insider is available free for iPhone in the Apple Store and for Android on Google Play.