Brand Automation for Local Activation

Connecting Customer Engagement Into Measureable Local Strategies

Program Details

Sponsors and Partners:


Leveraging technologies and applying a comprehensive, connected localization strategy is critical for businesses spread across large distributed networks, those with complex channel distribution networks and for any organization that must make the customer experience span both online, mobile, social and brick and mortar engagements.

Consider the latest data on the impact of localization strategies on business, behavior and outcomes. According to the US State Department, US firms loose $50 billion in potential sales because of problems with translation and localization. ComScore states that 90 percent of online commercial searches result in an offline purchase. Data from Google indicates that 61 percent of local searches on a mobile phone result in a phone call. And according to the DMA, 80 percent of household budgets are spent within 50 miles of the home.

So it is even more confusing that in the CMO Council’s study, “Localize to Optimize”, that as nearly one out of four marketers is spending over 50 percent of budgets on local programs and promotions, a staggering 61 percent are not tracking the impact of national advertising on a local level. And as 49 percent of the respondents agree that localized marketing is critical to business growth, only 30 percent have embraced localization automation tools or platforms.

Most telling of the localization shortcomings emerge in the CMO Council’s study, “Greater Gains From Digital Campaigns”, in which 49 percent of marketers admit that, on average, localized marketing campaigns are deployed between 4 – 20 days after the deployment of the initial global campaign. A staggering 20 percent of the marketers surveyed have launch cycles in excess of 30 days.

Marketers are struggling to maintain brand image and consistency across complex networks, challenged to roll out global campaigns across multi-national or multi-lingual localized campaigns, and are at a loss as to how to measure the impact and effectiveness of these campaigns.  Those who have adopted content management programs in an effort to standardize materials often find that the stringent guidelines do not allow for the level of personalization and localization needed to most effectively impact a local market. These systems have also fallen short in effectively measuring and monitoring spend, adoption, value and reach.

So how can marketers more effectively activate local customers to either engage with a local store, vendor, partner or even individual agent? What are the required channels, measures and resources that combine to create a comprehensive strategy to optimize customer activation?



Studies & White Papers


March 2013 - Future Of Advertising: Local And Mobile -

March 2013 - How To Avoid The Pitfalls Of A Multi-National Website -

March 2013 - Facebook And Open Graph Search Elevate Local Pages - Chief Marketer

March 2013 - Report: National Advertisers Getting More Sophisticated About Local-Mobile Targeting - i2G: Internet 2GO

February 2013 - Marketers Seen Over-Reliant On “Hearsay Data” For Local Marketing Insights - MarketingCharts

February 2013 - Real-Time Location Data Gets A Bigger Slice Of Mobile Targeting - eMarketer

February 2013 - Ratings And Reviews - Your Largest Local Opportunity, Missed - ClickZ

February 2013 - Mobile Marketers are Way Too Slow For SoLoMo World - AdWeek

February 2013 - The Location Based Marketing Association Announce Local Customer Experience Industry Benchmarks - SFGate

February 2013 - Why Mobile Marketing Really Matters On Your Local Business Today - All Voices

February 2013 - 10 Local Marketing Tips You Can Implement Today - Small Business Trends

February 2013 - Do's and Don'ts of Hyper-Local Mobile Advertising - Mobile Marketer

February 2013 - Going SoLoMo - Business Mirror

February 2013 - Multilingual Communities Connect with Local Businesses Who Speak Their Language - CNW Canada Newswire

January 2013 - Best Practices For Paid And Local Search, Social Media - Fox Business

January 2013 - 2013 Marketing Trends From A Local Pro - BrandfordPatch

January 2013 - Leveraging Converged Media In Local Digital Marketing - Street Fight

January 2013 - Brandmuscle Reinvents Local Marketing - PR Newswire

January 2013 - Consumers Look for Brands to Take a More Active Role in Local Communities - MarketingCharts

January 2013 - Is Location Based Advertising the Future of Mobile Marketing and Mobile Advertising? - Forbes

January 2013 - Poor Local Marketing 'Fails Mobile Apps' - BizCommunity

January 2013 - Weather Channel SVP: Changing the Pitche on a Local-by-Local Basis - Street Fight

December 2012 - SoLoMo: What You Need to Know - Social Barrel

December 2012 - The Marketing Corner: Hyper-Local Marketing Benefits - The Epoch Times

December 2012 - SoLoMo Marketing - A Cutting Edge Issue at ENTER 2013 - Travel Daily News

December 2012 - 6 Ways Local Targeting Can Influence Consumer Preference -

December 2012 - Facebook Gets Into Local Search With “Facebook Nearby” For iOS & Android - Search Engine Land

December 2012 - Restaurants Need More Local Spot In Ad Diet - TV News Check

December 2012 - Yoose Komli Mobile -

December 2012 - SEO Agency, SmartSearch Marketing, Expands Local Search Program - SF Gate

November 2012 - 5 Mobile Advertising Trends for the Holiday Shopping Season - MediaPost

November 2012 - Local Social Summit Sees Walth of Opportunities In SoLoMo Space -

November 2012 - Why You'll Be Hearing More About SoLoMo - Liverpool Daily Post

November 2012 - The Most Powerful Content Marketing Tactic To Improve Your SEO - Business 2 Community

November 2012 - Small Businesses Are Bigger Than Ever on Social Media Marketing - Mobile Marketing Watch

November 2012 - Why Mobile Commerce Is Set To Explode - Business Insider

November 2012 - 'Rally St. Louis' Takes New Approach to Touting Our Town - St. Louis Post - Dispatch

November 2012 - 1 in 2 See Localized Marketing as Essential to Profitiablity - Marketing Charts

November 2012 - 'How can a local brand become a global brand like Jollibee?' - Inquirer Business

November 2012 - Update: Marketing Makeover Means a New Direction for Local Health-Care Provider -

November 2012 - Top 5 Tips for Local Business Marketing - Business 2 Community

November 2012 - Newbury Smiles Generates a 700% Return on its Online Marketing Investment with Yodle - PR Newswire - The Sacramento Bee

November 2012 - SoMoLo: 6 Essentials to Get Local Marketing Underway - Business 2 Community

November 2012 - Why Distributed Marketing Technology is Relevant for Your Business - Business 2 Community

November 2012 - Look for Big Local Mobile Growth in Near Future - Marketing Pilgrim

November 2012 - Local Mobile Ad Spend To See Rapid Growth In Coming Years - Marketing Charts

November 2012 - Black Friday Marketing: It's Not All About the Benjamins - Business 2 Community

November 2012 - The Retailers Guide to Social, Local, and Mobile - Search Engine Journal

November 2012 - Targeting Both Place And Time Critical To Mobile Ad Effectiveness - MediaPost

November 2012 - From SoLo to ROI: Make an Impact on the Bottom Line with Location-Based Marketing - iMedia Connection

November 2012 - Data: Only 5 Percent of Search Advertisers Follow Mobile Best Practices - Search Engine Land

October 2012 - SoLoMo Marketers and Multichannel Mix - Huffington Post

October 2012 - 'SoLoMo' - Inside The New Digital Marketing Buzzword - Buisness 2 Community

October 2012 - How to Make Local Marketing Easier - Buisness 2 Community

October 2012 - 4 Out of 10 Consumers Use Local Search Once a Day - ClickZ

October 2012 - SoLoMo Stats & Opportunities For Retailers - Marketing Land

October 2012 - 5 Reasons Why National Brands Should Be Using Local Targeting In Mobile - Marketing Land

October 2012 - How the Online Marketing Industry Is Impacting Local Businesses - Huffington Post

October 2012 - Local Businesses Start Warming UP To Facebook Ads: 300K Tried Promoted Posts, 75K Were New Advertisers - Tech Crunch

October 2012 - SoLoMo and Your Business - Business 2 Community

October 2012 - SoLoMo Infograph Shows Impact of Mobile and Social on Local - Marketing Pilgrim

October 2012 - Why Restaurants Should go "SoLoMo" with POS Technology -

October 2012 - Six Mobile Marketing Tools Fit For Small and Local Businesses - Econsultancy: Digital Marketing Experience

October 2012 - The Retailers Guide to Social, Local & Mobile (SoLoMo) - Forbes

October 2012 - Brands still struggling to harness the power of SoLoMo - MobileMarketer

October 2012 - LocalVox Raises $7.4 million for One-Stop Shop for Local Marketing - GIGAOM

October 2012 - Hyperlocal Marketing Discussed at New York Small Business Conference - SFGate

October 2012 - New SoLoMo Consumer Purchasing Process - Business 2 Community

October 2012 - SoLoMo Update: Mobile-Only Social Networks To Reach 1B Users By 2014, 800M Users Of Foursquare + Other Location Services This Year - TechCrunch

October 2012 - Local Launches Local Search App - MediaPost News

September 2012 - Local Social Networking in Play for Sears Hometown Stores - Chief Marketer

August 2012 - What Retailers Need to Know About The Local-Mobile Marketing Landscape - SearchEngineLand

August 2012 - Local is Going Digital - Business 2 Community

August 2012 - Tackling Social, Local, Mobile Marketing: Pros Reveal Their 'SoLoMo' Strategy At Social Media ROI - BusinessInsider

July 2012 - Five Tips for Effective Localized Marketing - Marketing Charts

May 2012 - Big Brands View Local Ads As Big ROI Opportunities - Marketing Pilgrim

May 2012 - Tracking Local Marketing ROI Challenges National Brands - MarketingProfs

April 2012 - Five Steps to Improved Local Search ROI - MarketingProfs

March 2012 - Local Digital Ad Spend to Reach $38.5B by 2016 - MarketingProfs



Program Themes

  • Local-Mobile Engagement
  • Brand Strategy