Shane Vaughn, Chief Marketing Officer at Balihoo, spoke today at BIA/Kelsey’s Leading in Local Conference and shared findings from a new CMO Council research study on how national brands will leverage local channels to activate local customers. The report can be downloaded here: http://balihoo.com/resources/cmo-council-report.
How important is localized marketing to demand generation and revenue in your organization? Vaughn reported that in a survey of national brand Chief Marketing Officers, “59% say it is essential.” However, he added that, “only 7% of the brands believe that they have “highly evolved campaigns and measurements in place to activate customers at the local level.” Some of the big challenges are resources like money, people, and know how. For example, Vaughn gave a case study of a national floral brand that had thousands of independent local florists with different sites and varying looks and feels. By adopting a common, local automation platform, the national brand drove 8% higher CTR than corporate PPC campaigns. Average ROI increased over 300+.
Vaughn provided a case study of a Balihoo client, a national auto brand with 3,000 independent, local entitities each running their own websites. By migrating to a local automated website solution, the results were very encouraging. Vuaghn shared that, “in the first six months of the program, the local sites had driven over 60K unique incremental web visits and were converting browsers to leads at an astonishing 27%. Beyond that, the ad builder solution is estimated to be saving their local entities greater than $1M in 2013, and their local folks couldn’t be happier.”
Rick Ducey is the managing director for BIA/Kelsey. He is an expert in digital media innovations, competitive strategies, new product development and new business models, including digital ecosystem collaboration strategies.
Ducey oversees the firm's consulting, research and advisory services areas. He is also the program director for BIA/Kelsey's Video Local Media advisory service. This program provides coverage and analysis of how online, mobile and broadcast video technologies, competition, shifting consumer demographics and media usage trends are driving changes in the media ecosystem and SMBs and other advertisers can be successful in the new environment. Ducey assists clients with their business planning and revenue models, strategic research, market assessment, and designing and implementing digital strategies. He is also a cofounder of SpectraRep, one of BIA�s companies, which sells a patent-pending IP-based alerting system that he co-invented.
Prior to joining BIA in 2000, Ducey was senior vice president of NAB's Research and Information Group. In this position, he was in charge of the association�s new technology assessment, audience and policy research, strategic planning and information systems, including all Internet operations, and he also developed publications and seminars.
Before joining NAB in 1983, Ducey was a faculty member in the Department of Telecommunication at Michigan State University where he taught and did research in the areas of emerging telecommunication technologies and strategic market research. He also served on the graduate management faculties of George Mason University and George Washington University in telecommunications management and the University of Maryland, where he taught strategic market management and research methodologies. Ducey was selected as the Spring 2011 Shapiro Fellow at George Washington University where he teaches entrepreneurship in new media. He has published a number of research articles and papers in these areas and serves on editorial boards of leading scholarly journals in the communications field. He has also worked at radio stations WSOQ-AM/WEZG-FM and Upstate Cablevision in North Syracuse, New York.
Ducey received his Ph.D. from Michigan State University, M.S. from Syracuse University and B.A. from the University of Massachusetts at Amherst.
