Street Fight Spotlight

At I/O, Google Offers a New Vision for Local Search

The notion of “helping you get things done,” emphasized by Sundar Pichai in his I/O keynote, provides a through-line for many of the event’s announcements. It struck me watching the presentations how thoroughly Google has become a consumer electronics company, a marketer of devices where search is more a central feature than a standalone product. Google, in other words, has become thoroughly dedicated to marketing its famous search capabilities in the context of devices that help you perform daily tasks. In the process, it is transforming local search and how we relate to the world with electronic devices.

Beyond SEO: How to Reframe the Local Marketing Conversation

“I am looking for a language framework that helps business understand that the idea of ranking only makes sense in the context of not just getting more customers but also keeping them. While businesses might want a floodgate of leads, there are many things that they could be doing that would be cost-effective and productive,” Mike Blumenthal tells David Mihm in their latest Street Fight discussion.

Report: Websites and GMB Profiles Both Essential for Local Businesses

A whopping 64% of respondents indicated relying on Google My Business to find contact information for local business, suggesting it’s an indispensable platform. Yet consumers still trust local business websites most of all, and only 8% say they never consult a business’ website when making shopping decisions.

Will Google Ask Businesses to Pay for Listings?

Google recently sent surveys to a number of Google My Business (GMB) users, asking a range of questions about their local marketing activities and their level of interest in certain paid features within GMB. The survey suggests that Google is at least thinking about a paid version of the GMB feature set. For the local search industry, a paid GMB product offered to businesses of all types could be quite disruptive, especially if it ended up gradually degrading the value of organic listings.

Latest Posts

Lessons to Draw from How DTC Disruptor Brands Market Themselves

DTC brands are emerging across dozens of categories. Early and best-known examples of DTC brands include Casper, Brooklinen, Warby Parker, and Tesla. Most DTC brands not only bypass the typical retail sales and distribution model but also act in other nontraditional ways. This has earned them a label as disruptors.

Advertising intelligence and sales enablement platform MediaRadar took a close look at DTC brand trends to find what’s fueling DTC advertising and to gain an understanding of how DTC companies make ad buying decisions. MediaRadar surveyed our own DTC clients and analyzed our data for deeper insights.

Heard on the Street, Episode 26: The Art of Digital Persuasion, with Jeff Hasen

Amid accelerated disruption in digital media, consumer touch points continue to fragment. That includes a growing list of interfaces and delivery channels for content—everything from smartphones to watches to headphones and speakers. So what’s a marketer to do?

This is the topic of Jeff Hasen’s third and most recent book, The Art of Digital Persuasion, which we discuss with the author on the latest episode of the Heard on the Street Podcast. In addition to lots of marketing tactics, Hasen has also learned a lot in a career that includes work as both a journalist and an ad agency exec.

Consumer Dollars Are Up for Grabs—If Retailers Can Master the Basics

To maintain the business of today’s consumers, consistency is key. Just under 70% of respondents said they’re less likely to return to a store after just one subpar experience. As for what earns a shopper’s approval, only 19% of consumers said they seek out food or entertainment from stores. More important are fundamental technical capabilities like mobile app integration and access to WiFi. Two thirds of shoppers even said retailers are too focused on experimental tech and should pay more attention to the building blocks of good retail strategy.

Consumers Hungry for New Content Discovery Channels on Mobile

The content consumers are craving is personalized and brief. Over 40% said they would like content experiences between 15 and 30 seconds, and another 26% favored engagement somewhere between 30 and 90 seconds. Despite amplified privacy concerns of late, 68% indicated a willingness to trade some personal information in exchange for content tailored to their interests.

Brands still trigger-happy on mobile push notifications may want to reconsider. Twenty-five percent of respondents ranked them as their least liked content delivery method among current and future modes of discovery.

Does Influencer Marketing Have a Transparency Problem?

Although the average share of budgets spent on influencer marketing is just 10%, that figure is growing as visual platforms like Instagram, Snapchat, and Pinterest see explosive growth.

The problem? Brands are often focusing on misleading vanity metrics in an attempt to justify those investments. For example, many marketers track follower counts as a primary indicator for determining brand and influencer partnerships. Growing evidence shows that follower counts do not equate to true impressions or reach data, giving brands a false sense of how their campaigns are performing.

As AI Adoption Accelerates, Brands Search for Competitive Edge

In Gartner’s 2019 CIO Survey, which included more than 3,000 CIOs from 89 countries, AI technology was ranked as the technology most likely to be disruptive. Despite their enthusiasm for AI, CIOs showed a lack of certainty over the best way to implement the technology and get their newest marketing strategies off the ground.

That uncertainty has the potential to negatively impact brands’ bottom lines, and it’s an issue that industry insiders like Cerebri AI co-founder Jean Belanger are working to combat.

At I/O, Google Offers a New Vision for Local Search

The notion of “helping you get things done,” emphasized by Sundar Pichai in his I/O keynote, provides a through-line for many of the event’s announcements. It struck me watching the presentations how thoroughly Google has become a consumer electronics company, a marketer of devices where search is more a central feature than a standalone product. Google, in other words, has become thoroughly dedicated to marketing its famous search capabilities in the context of devices that help you perform daily tasks. In the process, it is transforming local search and how we relate to the world with electronic devices.

LBMA Vidcast: Factual, Walgreens, Burger King

On this week’s Location-Based Marketing Association podcast: Factual partners with Airship & Braze, Class action against all 4 U.S. mobile operators, Decathalon opens first U.S. store, Burger King delivers in Mexico City traffic jams, Para’Kito goes AR with Georgia Pacific, Walgreens teams with Narvar.

Twitter Time: Responsible Writing in Today’s Media Landscape

If criticism of Twitter and the news media is ubiquitous, it is largely because content on those platforms so often fails to rise to the challenge of responsibility. It aims to produce outrage and push partisan narratives without interrogating its assumptions and all the facts in play. It lacks thought at a time when the endless and rapid reproduction of content in digital space demands we be more thoughtful than ever because we never know where and in how many places our words will reappear.

Zenreach Attract Connects Online Ads to In-Store Results

Online metrics, like click-through rates and return-on-ad-spend, can quickly show ecommerce retailers how well their digital advertising campaigns are working. But what happens in the real world? The KPIs used in ecommerce mean almost nothing to brick-and-mortar merchants. In fact, digital approximations can actually cause merchants with physical locations to overspend on certain audience segments, while undervaluing others.

That’s something Zenreach is trying to change.