Here is a study that asked over 300 digital marketers what they think of the information they have at their disposal to measure the effectiveness of their digital marketing efforts.
Overall, this research tells us that these marketers believe that digital marketing will work, they just can’t prove it or improve it.
So, if professional marketers are having trouble justifying their digital efforts imagine how difficult it is for your local retailers to allocate any resources to digital marketing, especially social.
The best way to solve this problem for both the brand and the local retailer is for the brand to host and track the landing pages associated with local campaigns.
Modern ad builders or online marketing portals do much more than build newspaper ads that are brand compliant. The technology is here today that allows a local retailer to build a brand compliant landing page or Facebook tab and those pages are hosted within the same system. Now, the brand marketers can track the success of their local digital advertising all the way to the local dealers Facebook page, local site or search campaign landing page.
If done right, marketing professional have never had such great metrics for measuring, improving and justifying their efforts.
If you don’t host local landing pages than nothing will come of your local efforts.