CHICAGO, Nov. 8, 2016 /PRNewswire/ -- As marketers adjust to an evolving media landscape and review a seemingly endless supply of new marketing techniques, it can be difficult to determine the best way to reach consumers. A new research report suggests that activating small business partners to execute the last mile of marketing can improve effectiveness and optimize marketing spend.
In its third edition, The State of Local Marketing Report published today gives global and national brands that sell through a distributed network of local dealers, agents, franchisees, retailers and distributors a blueprint for success in 2017. Compiling recent trends, original research and prescriptive advice for executing distributed local marketing, the report highlights strategies local marketing leaders are using to reach consumers with the right local context. "As we continue to define the local marketing category, we wanted to share some insight in to what is happening at the local level and showcase key learnings from our clients who are leaders in this space," said Clarke Smith, Brandmuscle's Chief Strategy Officer. "This year's report combines our original research with advice from marketing leaders who are dealing with today's local marketing challenges for some of the largest brands in North America." Brandmuscle's State of Local Marketing Report research draws from more than 2,100 survey responses from small business affiliates of global and national brands as well as an analysis of hundreds of millions of dollars' in channel marketing investments made by brands over the past five years. Input from corporate marketing leaders and stories from local affiliates are also highlighted throughout the report. A new feature of the report is Brandmuscle's State of Local Marketing Quadrant™—a visual breakdown comparing 28 marketing tactics across two scales: perceived effectiveness and ease of use. The Quadrant helps corporate marketers understand where their local affiliates need support and where that support will be most impactful. It also shows areas where brands might be investing too much, especially as the mobile revolution breaks the consumer path to purchase from its traditional model.