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For Consumers, Local Just Makes Sense

In a recent article, we mentioned how brands and retailers can build a mutually-beneficial relationship through co-marketing. Since it’s the consumer’s attention they’re vying for, it’s important for both brands and retailers to understand if consumers prefer nationally localized co-marketing campaigns.

The numbers are in.

Consumers widely prefer the personalized nature of local advertisements compared to national, brand-centered campaigns. In fact, a recent Neustar study found that 8 out of 10 people prefer local ads because it “personalizes the relationship between business and consumer, while keeping things anonymous.”

Interestingly, other campaigns that incorporate social media strategies are also showing remarkable levels of consumer support. According to one report published from Mainstay Sallire, local Facebook pages “already outperform corporate pages by a factor of 40.”

These statistics are staggering, but not unexpected. While consumers find ecommerce an attractive option, brick and mortar retail locations are here to stay. So as these local retailers harness online tools to promote their products, consumers face increasingly personalized relationships. Brands, in turn, must adjust to provide retailers content that can be localized for consumers.

What it means for brands.

With these numbers in mind, it’s no wonder why many of the biggest online services are heavily investing resources that target local consumers and small businesses. Google recently announced its renewed efforts to crack the local small business advertising code in the coming weeks—which many reports center the new direction around making online promotions easier for local retailers.

But what about brands that don’t offer online services, like Google? These brands still need to engage their local retailers by helping them pass a personalized feeling on to consumers. Promoboxx solves this. A brand-to-retailer marketing platform, Promoboxx makes promoting local retailers effective for larger brands. And, given the previously mentioned reports, it’s just what consumers have been asking for.

In an age of globalized brands and chain-retail stores, sometimes it’s a personalized message that resonates best with the consumer. After all, it’s the consumer who matters most.