National brands to invest heavily in local marketing

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Boise, Idaho—National brand advertisers intend to ramp up their local marketing efforts in 2013, with digital tactics leading the way, according to a study from marketing technology company Balihoo Inc. According to Balihoo's “National Brand Use of Digital in Local Marketing” study, 47.3% of marketers surveyed expect to spend more on local marketing in 2013 than they did this year, with 44.0% planning to spend the same; 67.5% said digital marketing would be “extremely” or “very” important to their success. Respondents ranked the use of social media channels, and Facebook in particular, as their top local digital tactic, followed by search engine optimization, digital display ads and pay-per-click search ads. Balihoo's online study was conducted in August and September and drew 384 respondents.
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