Why Local Businesses Need Strong Digital Marketing Partnerships – Adweek

November 16, 2022
3
Views

By Todd Glavinskas, Director, Local Enterprise Solutions

With consumers using mobile devices to discover and shop for products, businesses have a seemingly endless number of moments and formats to engage with them. But finding the optimal media mix and strategic marketing approach can be complex and time-consuming, especially for local businesses that don’t have the same marketing capacity as national chain brands. That in mind, partnering with digital marketing experts who specialize in attracting and nurturing customer relationships can empower local franchises to grow their businesses.
A few key shifts have profoundly changed digital marketing in a short time. Consumers expect more personalized creative, product recommendations and order fulfillment options—a trend that’s been building for years, but kicked into overdrive during the pandemic. Additionally, recent data privacy regulations require entirely new ways of reaching and understanding consumers and measuring campaign impact.
Partnering with experts can help marketing teams—whatever their size or industry—navigate these and other changes. Whether you’re looking to reduce operational complexity through automation or want to personalize your creative, there’s a Meta Business Partner with the depth of experience required to help you drive better business outcomes.
Every local business is unique and any worthwhile partner understands that there’s no one-size-fits-all approach to digital marketing. Read on for examples of different businesses that all discovered the power of partnership to address their most common pain points. 
The partnership between Wendy’s and social advertising platform Tiger Pistol empowered the fast food brand to simplify its national-to-local advertising process. Tiger Pistol worked with Wendy’s to create a single source of truth for local marketing, with brand-approved templated campaigns that the restaurant’s regional agencies could easily and rapidly deploy.
Mobile devices present a variety of opportunities to engage customers throughout their daily lives. However, building custom local creative at scale can be a challenge for a large, national brand such as Wendy’s. In partnership with VidMob, Wendy’s created new, dynamic creative offerings that local teams can use to drive their business without compromising national brand equity. Even better—the creative is informed by data to ensure effective customizations and localization.
The ability to measure the profitability of your marketing is always crucial, but in a tight economy, it’s an even more closely watched metric. You need finely tuned measurement tools to gauge the incremental impact that a national branding campaign has on local business sales, as well as local marketing spend. 
“Measuring the impact of your campaigns and applying that intelligence can be challenging in today’s digital marketing environment,” says Conor Ryan, head of product at Kargo Commerce, a Meta Business Partner. “With deep experience in machine learning and mobile marketing, we help advertisers understand the incremental impact of their campaigns and apply learnings in real time, across platforms and formats, so they can iterate when it really counts.”
Connecting with customers and meeting their expectations has always been a key goal for local businesses. Now, achieving this objective is more dynamic and complex than ever. Fortunately, there’s an expert partner for every challenge that local businesses face, from streamlining operational complexity to building effective creative to measuring profitability.
Through partnerships, local businesses can scale their marketing and achieve their goals while connecting with customers and navigating a complex marketplace.

A CMO Playbook for Economic Uncertainty

5 Takeaways From Meta’s 2022 State of Disruption Report

How Being a Lifelong, Cross-Disciplinary Learner Can Make You a Better Marketer

A Recipe to Unlock Performance Today and Drive Growth Tomorrow

The 3 Cs of an Activated Holiday Strategy

3 Ways Creator Platforms Help You Build Better Campaigns

4 Ways to Simplify Shopping for Your Customers This Holiday Season

5 Ways to Optimize Performance for a Brighter Future

How Hybrid Shopping Is Shaping the 2022 Holiday Season

3 Reels Creators Share the Essentials of Short-Form Video

3 Essentials to Build Your Brand’s Creator Strategy

4 Ways Entertainment Brands Can Reach Gen Z

For Travel Brands, Customer Loyalty Is Up for Grabs

Make Your Business Resilient With First-Party Data

Instagram Brings Together Creators and Creative Agencies to Empower Women-Owned Businesses With Reels

Ad Innovation That Connects CPG Brands to Customers

Local Businesses Need to Optimize Their Digital Marketing, Too

Have You Taken Your First Step Toward the Metaverse?

4 Ways to Reach New Audiences With Cross-Border Business

Automotive Marketing Today Is All About Finding Opportunity in the Known Unknowns

3 Ways to Build Brand Love by Elevating Small Businesses

3 Reasons Why Live Shopping Is Transforming Digital Commerce

Creator Karen X Shares Her Secret to Successful Brand Partnerships

3 Marketing Tactics That Local Businesses Can Adopt to Drive Profitability

5 Mindset Shifts for a Privacy-Focused Marketing Era

5 Reasons to Use Branded Content on Social Media to Connect With Customers

What’s Holding the Industry Back From More Inclusive Advertising? A Conversation with Deloitte’s Nicole Patterson

3 Ways a Growth Mindset Can Unlock Your Team’s Potential

Why Digital Video and Influencers Are Shaking Up Travel Marketing

Petco Reveals the Creative Video Tips That Helped It Achieve a Big Impact

What’s Next for Media Measurement in an Evolving Advertising Ecosystem

Launching Health Brands With Facebook

Forward-Thinking Marketers Know That More Viewing Options Means Happier Movie Fans

Are You Able to Accommodate the New Shopper Mindset?

How Can Brands and Retailers Prepare for the 2021 Holiday Season?

Helping Protect Brands and People From Problematic Content Online

Webex and GoDaddy CMOs Share How They Build Genuine Connections Through Emotional Storytelling

6 Tips to Help Women Break Into the Boardroom

As People Turn to Digital Spaces to Connect, Video Viewership Rises and Brand Opportunities Increase

What Would Your Media Strategy Look Like If Your Company Was Founded Today?

A Digital-First Mindset Positioned Liberty Mutual as an Industry Leader for Customer Experience

10 Ways Your Brand Can Help Women Thrive By Driving Inclusive Representation

How Instagram Brought Black Creatives and Small Businesses Together to Collaborate on Visual Storytelling

Rebuilding the Economy With DEI at the Core: A Conversation With ADCOLOR’s Tiffany R. Warren

Lessons From the Entertainment Industry to Help Marketers Succeed in 2021

How Business Leaders Can Champion Equity and Inclusion: A Conversation With AT&T’s Anne Chow

What National Franchises Are Doing to Help Local SMBs Find Their Digital Advertising Footing

3 Future-Proof Marketing Strategies to Help Cable and Internet Companies Thrive

4 Value-Based Marketing Lessons Inspired by a Delivery App

3 Ways CPGs Can Grow Market Share, Meet Customer Needs and Share Their Story

Underrepresentation and Misrepresentation Have No Place in Advertising Today—Insights from the Geena Davis Institute’s CEO

It’s Time for Automotive Marketers to Accelerate Their Digital Transformations

How Authenticity Can Help Brands Connect With Consumers This Holiday Season

3 Tips to Help Pivot Your Marketing Strategy Right Now

Reinventing Restaurants With Digital Commerce

Building Strategic Partnerships for Today’s Marketing Challenges

3 Ways Your Brand Can Stand Out This (Unusual) Holiday Season

Device Use Is Soaring, But Are You Removing Friction From Your Mobile Experiences?

4 Ways to Evolve Your Brand for the Ecommerce Boom

Small Businesses Are Struggling but Remain Hopeful, New Facebook Research Finds

3 Ways Small Business Can Band Together With Big Businesses to Lift Up Communities

The Way Forward for Telecoms

The Streaming Marketer’s Roadmap to Profitability

Covid-19 Has Created a Huge Opportunity in Video

3 Ways Virtual Events Build Stronger Communities

How Brands Will Need to Rethink Holiday Planning as They Navigate the New Abnormal

Building Relationships With Mobile—What Your Customers Need From You During Covid-19

What Using Tech for Good—as One Community—Looks Like

Adweek is the leading source of news and insight serving the brand marketing ecosystem.

source

Article Tags:
Article Categories:
Social Media · Technology

Leave a Reply

Your email address will not be published.

The maximum upload file size: 512 MB. You can upload: image, audio, video, document, spreadsheet, interactive, text, archive, code, other. Links to YouTube, Facebook, Twitter and other services inserted in the comment text will be automatically embedded. Drop file here