Ep 22: Facebooks Head of Local, Phillip Rather, on how multi-location brands should leverage the platform for brand and performance marketing at the national and local levels
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As marketers plan for 2021, their strategies will have to shift accordingly or they will get left behind. These are new trends, habits, and behaviors that will not change when the COVID crisis has passed, including the consumer view on what it means to be local and the importance of investing in local connections and communities, especially through digital, as well as focusing on brand purpose throughout every level of how companies operate. Today\\u2019s guest is Phillip Rather, Head of Local for Facebook. He has been with Facebook for more than a decade, and he has a broad perspective on the Facebook platform and a deep understanding of the multi-location marketing paradigm. Listen in as Phillip shares an analogy between the railroad and the future of digital, makes the distinction between SMBs and local, and explains what he focuses on in his role. We also learn about the relationship between national and local across mediums and the importance of collaboration versus centralized understanding, and Phillip describes some of the vertical use cases he hopes to address. Tune in to find out how Facebook has been affected by COVID and how COVID will change the face of digital marketing forever, as well as Phillip\\u2019s advice for how businesses \\u2013 both direct-to-consumer and big brands \\u2013 can prepare themselves for the upcoming wave of creative digital innovation!
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