‘Local Marketing Set To Grow’ Predicts Henley Centre

“Local marketing is set to grow”, according to a report from the Henley Centre.

‘The Future of Local Marketing’ highlights two key issues: the way in which growing levels of convenience when shopping for goods and services are reflected by shrinking catchment areas, which results in improved efficiency of cover for local media, and marketers should not assume that ‘blanket coverage’ is the obvious communication strategy for national brands.

Other key findings suggest that advances in technology will make the execution of local marketing strategies even easier in the future and the role of local marketing is set to grow as greater competition forces marketers to look for new ways to differentiate their offer.

The conclusion of the report is that the future is both global and local. Mass marketing will remain important for building awareness and retaining the ‘fame’ of brands while local marketing will be the vehicle for cementing trust at a grassroots level.

The full report can be obtained from NS Marketing on 0171 636 7014