Many smaller locally based businesses find big ROI on advertising to be elusive. It could be that many are not measuring effectively or that many simply don’t have the resources to track efforts like one would think they should.
Not so with big national brands and their local advertising efforts. National advertisers expect serious returns. Of course, who doesn’t want big returns on their advertising efforts or at least desire them, right?
According to the folks from Balihoo, which is a local marketing automation provider, whatever the return expected most national brands are not earmarking large percentages of their budgets for local. eMarketer shared the data