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).
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.
ACRS Research Director Dr Sean Sands says: “the implications for companies are clear. Developing strong engagement at local community and individual levels is a must.”
“Localisation is no longer just about customising creative messages and running a few local promotions, but has to integrate and involve all channels and touchpoints. It encompasses everything from strategy, pricing and merchandising to field teams, websites and media planning,” Dr Sands adds.