In March of this year, SOCi commissioned Forrester Consulting to evaluate the state of localized marketing today. This study, “The Localized Marketing Imperative: How Multi-Location Businesses Can Harness the Power of Local,” includes findings from a survey conducted by Forrester Consulting that was sent to 154 multi-location marketing leaders that are involved with managing their firms’ brand at the local level.

Throughout this blog, we’ll take you through the key findings of the study, and provide tangible examples of how you can use the data to improve your business’s localized marketing efforts. The study found that decision-makers appreciate localized marketing’s value, but few have realized its full potential.

Obstacles that Stifle Localized Marketing Ambitions

While every multi-location marketer would choose to have a strong localized marketing strategy for their business, this is not always the case. There are a lot of obstacles that can prevent businesses from getting their localized marketing efforts up to standard, or beyond. If you’re aware of the obstacles that your business could face when it comes to localized marketing, the more likely you are to be able to overcome them.

Some of the most common obstacles multi-location marketers encounter include:

• A lack of location-specific insight
• Difficulty balancing local and national needs
• Organizational silos
• Insufficient resources to scale localized marketing