Across tactics, over a third of those big companies we surveyed manage local digital marketing in a centralized fashion, but a similar number do so locally or regionally. Local sites and email are the tactics most often de-centralized; mobile and paid search the most often centralized.
“In the developing world, Google has a simplified path to the GMB where if a business first creates a website they can get verified more easily,” Mike Blumenthal notes. “Thus the website becomes the hook into Google’s data funnel. In the US, and most other developed countries, I would speculate that it is typically the other way around”
Mark Stouse, CEO and co-founder of Proof Analytics, says there are ways for chief marketing officers to gird themselves in case of market downturns by using data to support their value to the businesses they serve. This is especially critical, he says given the growing control over tech spending that CMOs now command.
Even though ecommerce is growing and brick-and-mortar retail is arguably in the midst of a slow decline, 90% of consumer dollars are still spent in physical stores, and the intent of Google’s store visits data is to help demonstrate the efficacy of multiple online touchpoints that might drive consumers into a store.
While marketers always try to understand trending topics among customers, for a national restaurant chain it also means finding ways to listen and react quickly at the local level. Sherif Mityas, who will speak at Street Fight Summit, says his company is working to connect more personally with the chain’s customers.
In the battle to find and convert customers, a range of tools are at the disposal of marketers. This infographic highlights eight winning tactics being used by marketers in health care, automotive, marketing agencies and law firms. It is the final post in the “Fight for Leads” series sponsored by CallRail.
In a world of omnichannel search, a business’s social media spaces are places where consumers can find what brands have to offer at a local level. As consumers search across a larger palette of devices and channels such as social, a brand needs to view its social spaces as battlegrounds for prompted search.