National Marketers Looking to Localize Their Efforts Finds CMO Council Study

The most preferred channels for localized marketing are experiential events, direct mail, localized websites, social networks, electronic messaging, and interactive digital signage. These were far more popular selections than cable and broadcast television, radio, local magazines, and even daily and weekly newspapers. Surprisingly, the Yellow Pages (online and offline) and local online deal delivery networks, such as Groupon and LivingSocial, lagged behind all channels of localized marketing choice for national brands.