By placing localized ads in national publications, smaller businesses and national chains with physical locations can cut down on wasted spending and ensure their ads are only being seen by consumers in the markets they serve. At the same time, these businesses are getting access to high-quality publications for a tiny fraction of the typical cost.
Instagram’s new Stories feature is providing merchants with a new way to generate buzz. Here area few ways that businesses are using it to capture consumer attention and reinvigorate sales.
Seventy-five percent of millennials prefer to text versus call on their mobile phones, according to a survey by the mobile engagement platform OpenMarket, and 76% prefer to receive texts from businesses because they say texting is more convenient and less disruptive.
One area where restaurant owners struggle is inventory management — that is, predicting how many diners will show up at a given time and how much food they’ll consume. But many restaurant owners don’t realize that a number of hyperlocal platforms are already offering solutions to help with this issue.
Bloated technology platforms designed to serve the entire SMB market have slowly been replaced with more targeted vertical plays, but industry veterans still caution that every vertical requires a unique approach.
Plenty of companies claim to be the “Uber of” their respective markets, but there is more to making it in this scene than just getting goods to customers fast. And not every company gets it right immediately; there is a steep learning curve for handling the logistics behind on-demand services.
Vendors are pulling out all the stops to help small and mid-size businesses acquire and retain a higher percentage of their customers. And as merchants increase the number of platforms they use for local promotions, they’re relying more heavily on dashboards to correlate their digital efforts with financial successes.
Going local with an email campaign can be as simple as segmenting lists by city and including the addresses of local stores or as involved as editing the copy to reflect regional purchasing trends and language dialects. The end goal remains the same: to ground the business in the local community and give customers a sense of trust.
Location data is increasingly being used to market to consumers beyond traditional store walls. Whether the data comes from Foursquare or other competing location intelligence firms, it’s being used to demonstrate which mobile ads drive people to physical stores with real-time feedback.
With back-to-school and back-to-college spending forecasted to reach $75.8 billion this year, brands and retailers are getting more strategic — and creative — with their localized marketing campaigns. Here are six examples of recent campaigns aimed directly at back-to-school shoppers.