Improving Relations with Local Partners

National brands can do more to help wholesalers, agents, and local outlets with their online presence, a new study shows

By Patricia Yeager

The pandemic has altered the map when it comes to where people spend their money, with more and more dollars flowing locally. Brands can easily tailor a national message to local markets, of course, thanks to geotargeting and other online tools. But a new study shows that national brands tend to underinvest when it comes to guiding local partners about how to improve their online marketing strategies.