Joshua Dreller, Director, Content Marketing @ Kenshoo
For today’s Marketing Metrics, we present various local marketing stats from recent research to help put this important channel into perspective.
Local advertising is a huge sector of the marketing industry. According to BIA, local ad spending in the U.S. will top $164 billion by 2023.
According to BIA, the largest spender of local advertising are the national marketers for their various locations across the country.
The number of mobile “near me” searches is growing on Google over the last several years, including 150% growth for “near me now” searches and 200% growth for “near me open now.” As consumer shopping behavior continues to evolve, it’s becoming more important for local marketers to capture these location-based searches.
According to a survey by Uberall. The most common “near me” search was for food, mentioned by 84% of respondents, followed by:
BandMuscle’s recent State of Local Marketing Report is based on 2,700+ survey responses from dealers, agents, franchisees, and distributors of national and global brands and has a lot of great information.
One thing that local marketers always talk about is how they have to do so much on their own compared to national or global advertisers. When asked who executes the marketing for their business, almost 2/3rds (64%) reported that they do all of the marketing by themselves.
Local marketers are getting more sophisticated. As marketing platforms make it easier to execute marketing without a giant team, local marketers have embraced the change. When asked how many new media tactics they tried in the previous year, the top answer (40% of those surveyed) said they tried 3 to 6 new tactics.
Learn More About Kenshoo Search for Local