It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.
It almost seems counter-intuitive for a brand to grow from a small idea to a powerful enterprise only to focus in on smaller customer bases in their marketing. But hyper-targeted advertising is becoming more prevalent among big and small brands alike. Why? Consumers have come to expect a personalized marketing experience. Consider the statistics below:
66% of people want ads customized to their location.
Only 16% of brands don’t do any store localization at all.
In local search, national brands are showing less often than small business in 4 out of the 5 tested industries.
70% of national brands have invested heavily in local marketing.