Enterprise Local Marketing Automation Platforms: A Marketer’s Guide

Introduction

Locally targeted ad spending by U.S. national brands will grow from $54.4 billion in 2014 to $68.9 billion in 2018, according to BIA/Kelsey’s U.S. Local Media Forecast. Local marketing growth is being driven by several important trends, including consumers’ increasing preference for online local information – particularly through social media – and their use of mobile devices to shop locally.

This report examines the current market for enterprise local marketing automation (LMA) tools and the considerations involved in implementing LMA software. If you are considering licensing an LMA software tool, this report will help you decide whether or not you need to. The report includes recommended steps for choosing an LMA software tool, and contains profiles of 18 enterprise LMA tool vendors.

Editor’s Note: The following is an excerpt from the MarTech Intelligence Report, "Enterprise Local Marketing Automation Platforms: A Marketer’s Guide." You can download the report here free.

The Benefits of Using Enterprise Local Marketing Automation Tools

Managing online citations, claimed and unclaimed listings, landing pages, reviews and ratings, and data feeds for hundreds or thousands of locations has become time consuming and costly for enterprise brands. Automating local marketing processes through LMA tools can provide numerous benefits, including the following:

Improved search engine rankings. Accurate business listings and optimized landing pages can boost search engine rankings. Google’s crawlers are increasing their reliance on site authority and validation – which come from accurate and consistent business information across a range of directories and backlinks. Automating listing distribution and landing page development and optimization expedite these processes and can help move your individual store or dealer locations to the top of SERPs.

Increased productivity. Manual tasks such as SEO and schema markup, online directory listing management and distribution, search engine map management, and development and maintenance of local landing pages and mobile optimized pages are time consuming and tedious. Automating these processes frees up both your corporate marketers and your local managers to focus on their primary roles: marketing your brand and selling your products and services.

More cost-efficient marketing. Case studies from national retailers show that automating local marketing functions can help to lower CPCs due to better SEO.

Account-Based Marketing (ABM) support. For B2B marketers, web personalization can identify known accounts from anonymous visitors and offer those visitors a more targeted experience based on what is known about the account and its decision-makers.

Better message coordination and consistency. LMA tools foster coordination between national and local marketers through CMSs that centralize brand marketing messages, campaigns, and product information; as well as location data including addresses, product selections, and business hours. The result is the ability to disseminate and deliver brand- approved, consistent, accurate marketing information across locations.

Expanded local marketing expertise. Digital marketing expertise varies widely across local networks of dealers, franchisees, and retailers. Many LMA vendors offer strategic services and internal adoption strategies to help clients engage local businesses and make local marketing a more successful endeavor.

Enterprise LMA Tools Capabilities

The following “must-have” capabilities form the foundation for effective local marketing:

  • Listing management (includes claiming and cleaning listings);
  • Listing distribution (either direct to publisher or through aggregators);
  • Local SEO;
  • Local landing pages;
  • Reputation management; and
  • Mobile optimization of local content.

LMA solutions positioned as full-service platforms may also offer more extensive feature sets that may still be considered “nice-to-have” but that integrate multiple functions into a single screen. These capabilities may include, but are not limited to:

  • Local paid search or social advertising campaigns;
  • Social media posting and management;
  • In-store beacon technology or promotion capabilities; and
  • Local data analytics.

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