Digital Recap: The Untapped Potential of Local Digital

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The Untapped Potential of Local Digital Marketing 

Multi-location brands, listen up! A new survey by Forrester is highlighting the importance of digital marketing tactics for the local businesses that make-up franchise and multi-location brands. Covering the survey for Search Engine Land, Greg Sterling writes that many multi-location brands “have traditionally relied on national strategies despite evidence that consumers engage with these entities primarily at the local level.” But, as the survey indicates, scaling digital marketing efforts to the local level is a challenging endeavor. The multi-location marketers surveyed by Forrester hit on the following operational barriers: 

• Insufficient resources to scale marketing programs locally across hundreds of locations. 
• Lack of interaction between in-house marketers and external agencies. 
• Gaps in strategy – lack of locally targeted strategy. 
• Inability to respond quickly to customer engagement on local store profiles. 

Read Sterling’s article for more insight: “Majority of chains call local digital marketing an ‘untapped opportunity’.” 

Fortunately, for brands who want a scalable approach to franchise and multi-location marketing, Location3’s services are built to address these exact pain points. We collaborate with your system’s national and regional marketing teams to deliver local ad campaigns, across search and social platforms, that are cohesive (rather than competitive) with national efforts. Location3 has the tools and expertise to leverage automation and machine learning to optimize digital campaigns to deliver more returns for less investment. Interested in learning more? Contact us today! 

How to add the new ‘Black-owned business’ attribute on Google’s Search and Maps 

Google recently added the attribute to make it easier for customers to find and support Black-owned businesses via Search and Maps. If you would like to add this label to your business, Location3 has provided a quick how-to on our blog! 

What’s Your Mobile Browser of Choice? 

Android will start prompting device users to select their default search engines. A study conducted by DuckDuckGo found that Google will lose mobile market share with the search preferences rollout. As reported by Matt Southern, for Search Engine Journal, the research showed that if given the choice, 24% of people in the US would select a non-Google search engine. Read Southern’s article, “Google May Lose Market Share When This Change Rolls Out,” for more findings and analysis.