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BizReport : Advertising archives : November 01, 2016

Study: Brands missing local link

Brands are missing out on sales because they aren't connecting locally. That's one takeaway from new Netsertive data. According to their new report fewer than 10% of brands are 'aligned with' local merchants.

by Kristina Knight

That disconnect is important, especially as more consumers are looking local.

Netsertive's new Omnichannels' Missing Link report indicates many brands are missing out on the local aspect when it comes to rolling out their omnichannel strategy. Researchers found that most (94%) of brands believe omnichannel is important to their brand's success, but fewer than half (42%) are properly measuring the impact of in-store sales as part of that strategy.

"The emergence of omnichannel marketing has shined a spotlight on the growing gap that exists between brands and their local retail partners," said Brendan Morrissey, CEO and co-founder of Netsertive. "Not only are brand marketers concerned with retailers' ability to extend their marketing efforts to local customers, many have taken steps to cut retailers out of the equation or have overlooked them entirely in their efforts to control the customer experience. Unfortunately, it's the customer who suffers in this scenario, as missed connections lead to missed opportunities to meet their expectations."

Other interesting findings from the report include:

• 48% say alignment with local stores is 'hit or miss'
• 42% say they cannot measure the impact of in-store sales for their brand
• Most focus 'omnichannel' on digital assets

The key, according to Netsertive's report, is to look at how digital channels like corporate websites, digital ads and social media drive consumers to physical stores.

Tags: advertising, digital marketing, Netsertive, omnichannel marketing, social marketing

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