With 42% of online communities being connected by geography, and research suggesting consumers trust social media ads and other digital ads more than other forms of media, it’s crucial for multi-location enterprises and small-to-medium-sized businesses to focus on the fertile local advertising landscape.
Still, local advertising tends to get stuck in the past, thanks to inefficient, people-heavy processes and a failure to integrate solutions on a large scale. With local marketing being so challenging, the future of local advertising depends on automation that can keep up.
What you need to know:
- Where local marketing falls short
- The new way to automate local ads: Robotic process automation
- Fluency’s solution for local advertising
Where Local Advertising Historically Falls Short
Advertising at the local level is complex, especially for multi-location enterprises. Learning what drives search, awareness, and intent at each location is a big job. Local marketing tends to sit closer to the transaction point than national campaigns, adding layers to the marketing process.
Local marketing methodologies have often segregated each location’s advertising efforts. This involves launching, monitoring, managing, and understanding the nuances of each particular location, all while maintaining the standards of a national campaign. All of this is crucial, yet inefficient under the status quo.
The local level usually runs all of the branding campaigns that you’d have at the national level because individual regions require the same advertising attention. They also contend with inventory levels at specific locations. Those inventory levels can inform a lot of advertising decisions, something national campaigns don’t necessarily have to bargain with.
Even with all this complexity, local marketing has historically functioned with no or limited automation. Imagine a fast food chain, but instead of standardization, each location adjusts to its own audience and motivating factors. Managing all the intricacies of these various storefronts requires people to understand the unique data around what makes local advertising tick.
Typically, companies hire one local marketing advertiser per store or staff an agency to manage regions. Either way, it requires people to make updates and understand search intent. That’s a lot of time spent on tasks, making it difficult to do local advertising effectively. This is not even close to automation.
Companies trying to bridge the gap in local marketing have found incomplete solutions, like grouping stores together in a marketing automation box. In many cases, this one-size-fits-all ‘solution’ is all they have at their disposal.
What if you didn’t have to fit into a box and could make your local advertising processes work for you? There’s actually an instrument to help you do this: robotic process automation for advertising (RPA4A).
Robotic Process Automation Changes the Local Marketing Game
Robotic process automation for advertising is a highly intelligent and efficient automation solution for digital marketers. Among the many benefits it offers to users, RPA4A:
- Enables campaign management automation
- Minimizes errors
- Provides strategic insights
- Saves time
The challenge of local advertising lies in the creation, launching, and maintenance of custom local campaigns. Since enterprises find local marketing to be difficult for similar reasons as one another, they can benefit from RPA4A for similar reasons, too. RPA4A is the ideal solution for local advertising. Independent locations require unique ad copy. RPA4A can help you manage customized, individual campaigns at scale.
Ultimately, RPA4A enhances your local advertising processes, gap free. Slamming all of a brands’ strategies into a one-size-fits-all automation box doesn't work. While the idea of advertising at the local level is not new, the idea of managing it efficiently is.
Fluency Empowers Local Advertising Like Never Before
Fluency’s RPA4A platform addresses the myriad complexities of local advertising without breaking a sweat. As the only advertising-focused RPA available, it fills gaps that local advertisers thought they were stuck with. Plus, it scales infinitely, meaning growth in any direction won’t get in your way.
Among the many Fluency features for advertisers focused on local campaigns, one stands out: Collab.
Collab enables an enterprise to communicate with its various locations. Fluency can actively solicit information and data from people on the ground at the physical locations. This data turns into actionable advertising rules back on the Fluency platform. Remember: Nobody knows the local landscape better than the person in that community. So while enterprise wants to put guardrails up and spend as efficiently as it can, allowing for location-based customization is what ultimately improves your regional advertising results.
Rather than the one-size-fits-all box local advertising teams previously been limited by, the Fluency platform enables the implementation of endless rules specific to your business.
Fluency streamlines the process of search ads, Facebook ads, or any other digital campaign. Businesses have the high-value ability to integrate spends, budgets, and campaigns across publisher networks.
In a world where the traditional route to local marketing is labor intensive and people heavy, Fluency is setting a higher bar for what marketers can achieve. Fluency lets you inject data based on localized logic, then build thousands of highly customized, unique ad campaigns across a number of channels to drive your end goal, whatever that may be.
I spend a lot of time thinking about local advertising and shedding light on Fluency as a new way to automate it. At day’s end, your collection of enterprise locations may close or slow down until tomorrow, but Fluency will keep working for you.