![]() Suddenly, reaching customers locally became more important than ever. With the advent of the smartphone, more customers started reaching out to local businesses through the web. All of this was done to protect the corporate brand and image and save on resources. They found some success, but they lost the advantages of targeting local customers. So, they built huge websites to compete with the online-only providers. When companies started marketing online, they believed their success would be found through nationalization. Some multi-location companies forgot how important reaching their local customers was.
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