Susan Tormollen

As content continues to digitize, consumers and media channels continue to fragment. The good news is this enables marketers to better target consumers and to reach consumers where and when the consumer wants the brand’s message. The bad news is that executing campaigns which take advantage of all these new media and social channels is really complicated, especially when the campaigns move from the national brand level to the local markets. (Check out Pete Gombert, CEO, as he explains the evolving landscape: Changing Local Marketing Landscape Video).

Local Marketing Automation enables brands to take advantage of local marketing opportunities by providing the technology required to expand traditional and digital marketing efforts to hundreds, and even thousands, of local markets. Based on the changing marketing landscape and the expanded use of marketing technology by national brands, we predict Local Marketing Automation will become a mainstream marketing tool by the end of 2012.

According to the recently released 2011 CMO Council Report, Localize to Optimize, brand usage of local marketing automation platforms is expected to nearly double in 2012:

• 30% of marketers have embraced local marketing automation software platforms
• 27% of marketers are currently evaluating local marketing automation software

And, according to survey respondents, the top benefit identified from a local marketing automation software platform is “greater customer relevance, response and return (67%).”

Kick off the new marketing year and join us on Tuesday, January 10th to learn how national brands will capitalize on the evolving local marketing landscape. Register for the webcast.