Local marketing has gone beyond advertising, but the industry’s success is still measured in ad dollars. This relates to our “operating system for the SMB” analysis, and was defined further at the SMB Digital Marketing Conference (video below)
In reality, advertising and related marketing technology constitute just one stack, argues BIA/Kelsey’s Rick Ducey. To measure local’s success, consider how it interoperates with other stacks, including operations, data, content and commerce.
Each stack maintains independent strengths yet interoperable functions, which will be a core construct in BIA/Kelsey’s future analysis of local media. We’ll start with the video below.