Autonomous Marketing and GEO Targeting

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Do you believe that autonomous marketing and geo-targeting will yield more satisfying results? Not many B2B marketers will agree. The past 5 years has seen a major shift towards centralization of power through the CMO’s office. What started out as a positive attempt to unify brand messaging has, in many cases, ended up tying the hands of the marketing department that’s responsible for pipeline acceleration and sales.

While the debate about marketing autonomy and centralization continues it is noteworthy that a large company like Google seems to have taken a local, decentralized approach. In focussing on ground realities and local markets, this major search engine has shown that flexibility gets quicker results, in this case market share. Isn’t that the goal of every business big and small?

For those who are always focussed on relevance and results here are some key questions that might help you find the answers you’re looking for.

  • Does analysis-paralysis prevent your company from making quick decisions?
  • Are you flexible enough to adapt to changing market needs? Early birds like Google gather the ‘most’ worms!
  • Do you still think that only small businesses can tailor lead generation and go-to-market strategies for different geographies? It’s not only Google but other large technology companies like Verizon and AT&T are focussing on location-based mobile marketing too.
  • Are marketing goals and strategies a shared decision between the ‘planning’ and ‘execution’ people? Whatever happened to securing staff buy-in to enhance results?
  • Are you providing all the tools and decision-making power to your local marketing departments which are in closer touch with your customers’ needs and wants?
  • Is it possible to replicate the same marketing strategies for different markets without affecting relevance and customer satisfaction?

The CMO Council study "Unify to Multiply Marketing Ecosystem Effectiveness" stresses greater alignment and integration with the field and real-time adaptive marketing models (it doesn’t talk about local marketing).

Geo-targeting calls for flexibility in approach and strategy. It allows you to better target your customers, customise your ads, and control your costs. Customers use it to find you, so why wouldn’t you do the same? Businesses that apply local-based marketing have found an increase in average order value, frequency and loyalty.

Listen to your marketing department—they are closer to the ground realities! It’s not about a centralized or decentralized process but finding the right balance and meeting the needs of the hour. Give geo-targeting and marketing autonomy a try.

The ALEA Group is well-versed in lead generation through geo-targeting. We can help you reach your customers before your competitors do.

Call us today at (905) 709-3827 for localized lead generation to increase conversions.

 

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