When it comes to marketing, savvy brands are always looking for an edge that will help increase conversions. For national or global brands, finding that edge can result in a massive increase in profits. One marketing strategy that works is Brand-to-Local digital marketing.
What is Brand-to-Local Digital Marketing?
Brand-to-Local digital marketing is a marketing strategy based on the concept that local marketing is a powerful driving force behind customer engagement and conversions. No one shops at a corporate level - consumers interact with brands at the local level their local Starbucks, Jiffy Lube, Furniture store, Dealership etc.. This strategy employs different marketing in different regions in an attempt to best appeal to the local culture. Global brands may end up producing thousands, or even tens of thousands different web sites (micro-sites), landing pages and digital advertisements, depending on how wide an area they serve.
How to Win with Brand-to-Local Digital Marketing
Succeeding with this type of marketing requires two things: brand consistency and an adaptive digital platform.
Brand consistency ensures that your web pages and advertising evokes the core sense of your brand, regardless of how it is presented locally. Without this consistency, you may be selling products or services, but your marketing materials are failing to create brand loyalty or recognition when you do so.
An adaptive digital platform provides the necessary agility for your marketing to adjust to the local look/ feel/ store. Creating hundreds, or even thousands, of unique marketing pages and advertisements is a huge undertaking. An adaptive digital platform creates the groundwork for those marketing materials, greatly reducing the resources required to create local variations.
How to Maintain Brand Consistency
The key to maintaining brand consistency is determining a core image for your brand. This could be a logo, a color palette, a slogan, an artistic style, or even a concept. Whatever that core is, it needs to be present in all of your marketing, regardless of local variations. For example, the core image for Coke is the color red and the white swoop. As long as those two things are prominent in any marketing endeavor, there are millions of ways that an actual Coke advertisement could be presented - and you have probably seen them - high school gyms, stadiums, local eateries etc.
"Real Time" Marketing
Creating an adaptive digital marketing platform requires technical proficiency that the average company may not have readily available to it. This means that in order to win Brand-to-Local; best of breed marketing technology companies should be employed. There are several channel marketing, partner and local marketing components that brands have to choose from in creating and maintaining the best brand to local strategy.
However a brand sources its platform, that platform should be used for "real time" marketing. While not precisely real time, this type of marketing evolves quickly, often creating new marketing promotions and web pages on a weekly or even daily basis. Landing pages should push the visitor to micro pages (local mobile pages that change on a regular basis) in order to maximize conversions based on local news and events.
Brand-to-Local Digital Marketing Creates Brand Awareness
The end goal of Brand-to-Local digital marketing isn't only conversions. It is increased brand awareness i.e. attention! Attention is the most sacred of the new digital marketing revolution - think about it...the consumer is spending more time on mobile and attention spans are shrinking.
In most cases, conversions are just a happy benefit of increased brand awareness. Because local marketing engages potential customers so well, even when it doesn't result in immediate conversions, the core image of the brand tends to resonate with those potential customers. This creates a foundation that boosts the effectiveness of the marketing each future time that the same person interacts with it, eventually leading to an overall increase in conversions.