The vast majority of national brands (88%) in North America are investing some portion of their budgets in local marketing, according to local marketing automation provider Balihoo’s “Research Micro Study: National Brand Use of Local Marketing and ROI” (reported via eMarketer). They are influenced by the location-based social networks, hyperlocal communities and local search that garner consumer interest, but also relying upon outdoor media (like billboards), the TV spot market and radio. Continue reading »

Mobile marketing programs and budgets are projected to increase in 2012, but 37% of businesses report that a lack of strategy inhibits their adopting mobile marketing, and 22% cite a lack of resources. Those results are according to [pdf] the “StrongMail Mobile Marketing Survey 2012,” conducted in April 2012, of more than 800 business leaders worldwide. Continue reading »

Marketing budgets took a sharp downturn in May 2012 across the three regions (Europe, Asia/Pacific and the Americas) measured in Warc’s Global Marketing Index (GMI). The Index dipped from 53.7 in April to a near-neutral growth level of 50.3 this month, possibly reflecting increased uncertainty due to the economic situation in the eurozone. An index above 50.0 indicates improvement, below 50.0 indicates decline. Continue reading »

Some 70% of consumers perceive mobile advertising on their phones as a welcome personal invitation from brands rather than an “invasion,” and more than half of them want to be able to click through to a company’s website. According to the Interactive Advertising Bureau Marketing Center for Excellence just-released report called “The IAB Mobile Phone Shopping Diaries,” mobile advertising is a key driver of smartphone and feature phone shopping. This is second only to convenience, with survey participants agreeing that the proximity and capabilities of their mobile phone often make it “the easiest way” to carry out a particular shopping activity. Continue reading »