A report from BIA/Kelsey suggests that more businesses will expand investment in online local marketing.

A report from BIA/Kelsey found that a focus on local campaigns and channels is contributing to the growth of overall internet marketing investment. The company that spending on local marketing initiatives will continue to grow through 2016, as businesses look to enhance their ability to appeal to nearby prospects.

While local marketing typically applies to the B2C businesses trying to appeal to shoppers in their areas, a changing economy has placed emphasis on spending money locally for B2B buyers as well. Shifting web campaigns to focus on nearby prospects will help companies succeed moving forward.

According to BIA/Kelsey, American companies will spend more than $136 billion on local marketing in 2012. By 2016, that figure will likely grow to more than $150 billion, the report suggests.

Leveraging new media marketing campaigns that include the use of localized keywords can help businesses improve their presence on search and other channels. Multichannel marketing campaigns that integrate content marketing and other web channels are ideal for targeting both local audiences and other prospects.

Brafton recently reported that more than half of marketers understand the growing importance of local marketing. As such, many plan to boost spending on local new media marketing campaigns with just 12 percent saying their current efforts are sufficient.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.