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.
The three key types of local advertisers:
- Small and medium businesses (SMB)
- Large, local businesses
- National businesses placing ads for regional locations
According to BIA, the largest spender of local advertising are the national marketers for their various locations across the country.
Local Marketing Stats: Mobile is big in local
- More than 30% of all searches on Google have a local intent
- Nearly 225+ million Americans have a smartphone
- Only 5% of local businesses who do not have a mobile-responsive website ranked their websites as “Extremely Effective” in a recent survey
- On average, 8 out of 10 consumers will stop engaging with a company’s website if its content doesn’t display properly on their device
- Smartphone users are 50 percent more likely to expect to purchase something immediately while using their smartphone compared to a year ago.
Local Marketing Stats: “Near Me” Searches are Booming
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:
- Entertainment (56%)
- Banking (50%)
- Apparel (41%)
- Personal care (38%)
Local Marketing Stats: State of Local Marketing Survey
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.