Multi-location brands that use reputation and review management to manage local marketing and advertising are more likely to say that their marketing efforts are effective, according to Street Fight’s latest survey. Analysis of the survey identified several related strategies that correlated strongly with marketing effectiveness, including trying to respond to every review and working with a reputation specialist with its own technology.
Big brands and retailers remain fairly conservative in their use of digital marketing technologies and tactics in support of their local branches, franchises, and resellers. But they continue to increase the local portion of their digital budgets. Street Fight surveyed 250 local marketing managers and decision makers at big brands in June, and over a third (36%) of them said they used reputation management services to manage and evaluate their local advertising and marketing.