NEWS

Catching up to marketing consultants for small business

A new study has found a strong shift in the balance of local vs. global marketing as Australian companies attempt to gain an edge on their competitors. Some of the country’s largest companies are planning to increase their allocation of localised marketing by up to 60% according to a report released by the Australian Centre for Retail Studies (ACRS).

In the recent article read on The Marketing Magazine website, it discussed that the study commissioned by Retail Safari, part of the global CPM group, outlines the growing phenomenon of local and personalised marketing in a rapidly evolving and channel-saturated retail landscape. As small business marketing consultants we support this finding.

ACRS research director Dr Sean Sands says the implications of companies developing stronger engagement within local communities is clear.

“Localisation is no longer just about customising creative messages and running a few local promotions, but has to integrate and involve all channels and touch points. It encompasses everything from strategy, pricing and merchandising to field teams, websites and media planning,”

“Fundamentally there needs to be a paradigm shift in the way marketers develop strategies for acquisition and sales,” he explains.

Marketing Magazine explains that the study indicates that by centralising the strategic and operational development of localised marketing activities, organisations can expect significant cost savings while improving brand integrity and overall sales performance, again small business marketing would agree.