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Marchex Report Finds Corporations with Local Branches Likely Lose Billions Each Year in Digital Ad Spend
The report, titled “National
Brands, Local Growth,” noted that this lack of marketing
coordination creates unhealthy competition among those working for the
same brand – a systemic inefficiency that drives up the cost of
advertising. National advertisers spent
“In digital media, national brands and the local businesses that
represent them are often running separate, uncoordinated advertising
campaigns. But this approach doesn’t work when you’re dealing with a
constantly evolving and fragmented landscape,” said
The analysis found:
- Coordination significantly lowers marketing costs. Competing locally can double the cost of acquiring customers.
- Consumers prefer human connections. Consumers prefer phone calls over digital interactions for most local service-based businesses. The data found that when consumers were given the choice of a form fill or a phone call, consumers opted to call 81% to 89% of the time.
- Local businesses are overwhelmed. Agents and representatives want to spend more on digital advertising aimed at customer acquisition, but are not prepared to handle the inherent complexities of digital media.
“When corporations and their local branches cooperate in advertising, local representatives can focus on what they do best – turn new prospects into lifelong customers,” Mr. Busby said.
Download the full report here: www.marchex.com/localgrowth.
For more information about Marchex’s solution for national advertisers with local branches, email Marchex Sales at email@example.com. Or call 212-209-3322.
Marchex Corporate Communications:
Sonia Krishnan, 206-331-3434