Marketers should prepare to take a hyper-local approach to growing out of the recession. For vivid proof that the economy is indeed hyper-local, refer to MSNBC’s Adversity Index. While it demonstrates that all 50 states are in recession, it also highlights the significant unevenness in the economy. Dramatic economic differences are affecting sales, by market and by state. The Adversity Index heat map shows how the recession did not overtake all states at the same time. The recovery will occur hyper-locally: location-by-location, town-by-town, city-by-city, state-by-state. Marketers will need to understand the causal effects on their sales below the DMA level to guide their marketing investments.
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