Trust in marketing has never been harder to earn. People are more sceptical of ads, algorithms and big brands than ever - and that makes it harder than ever for a business to be seen and believed, especially a local one, says Iconic Media Group.
This week, Iconic Media Group has announced a commercial investment to help local businesses meet that challenge: 20 new roles across its sales and marketing advisory teams, and a new AI-powered tool to help clients understand and improve their marketing performance.
The investment builds on more than 130 heritage local news titles across the UK and Ireland, reaching an average of 130.6 million monthly page views and 41.3 million social followers, and a 4.9 out of 5 client rating on its marketing services. Iconic says it is putting that trust and reach to work for local businesses, running campaigns across websites, SEO, paid search, social, newsbrand advertising and events - each backed by a single point of contact rather than a hand-off between departments.
Iconic has announced it is creating 20 new sales and digital marketing advisor roles across its markets, dedicated to helping local businesses build brand awareness and grow through digital marketing. It is also rolling out a new AI-powered intelligence tool, built in-house, that gives businesses data-informed insight into how their marketing is performing and where their best opportunities for growth lie.
The company says the move follows the strong response to Project 50, Iconic's editorial recruitment drive to hire 50 new journalists - including new editors for the Harrogate Advertiser and Doncaster Free Press - and recent additions to its portfolio, including the acquisition of Yorkshire heritage title The Dalesman. Having invested in editorial, Iconic is now putting the same commitment into its commercial business.
Morgan Stevenson, chief growth officer, Iconic Media Group, commented: "There's a trust recession happening, and no one feels it harder than a local business up against competitors with far bigger budgets. We've spent years building trust through our local news brands, and now we're investing directly in the commercial expertise to put that trust to work — more people on the ground, and new AI-driven tools to help business owners understand what's really moving the needle for them."
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