SPONSORED, by Neil Sweeney, CEO of Freckle IoT / Killi: The takeaway for 2019 will be consent management. Why is this going to be the trend? Two reasons — the first is because consent management is nonexistent in today’s technology stacks (and, no, the catch-all ‘do you accept’ button will not be sufficient moving forward for consent management). And, second: a compliance/privacy tsunami will bear down on the entire world (not just advertising) in 2019. Every trend in 2019 will tie back to a company’s ability, or inability, to check the box on consent management.
At dataPlor, we know that the best way to gather data and insights on emerging market small businesses is in person. We sent our general manager in Guadalajara out on a mission to understand how hyperlocal businesses communicate with customers and potential business partners and suppliers. He spent a week speaking first-hand to small business owners about their customer outreach strategies and how they chose potential businesses partners. Here’s what we found.
Location data and technology companies thrived in 2017 and are looking to expand on their success this year. Probably the best indication that location intelligence is here to stay and growing are the better regulations and user-friendly initiatives that are being adopted by different players in the ecosystem.
Surveys of both SMBs and enterprise local marketers show that both use a variety of marketing channels, so evaluating each channel’s effectiveness on its own, and then coordinating marketing programs across those channels, is important. But marketing channels fuel each other and produce multiplier effects.
Social media marketing is not a silo. Neither is website management, pay-per-click advertising, or search engine optimization — particularly when it comes to the practice of local presence management. By integrating website data with social campaign results, marketers suddenly have access to information such as who their biggest fans are and where they live.
Neighborhoods play an essential role in people’s daily experiences. People seek out neighborhoods where they feel a sense of shared identity, and neighborhoods shape the kinds of businesses that thrive there. For brands with a global footprint, doing business at the neighborhood level requires them to tailor their offerings and contribute to the community experience, beyond just fulfilling a functional need.
Websites remain a foundational marketing element for companies of all sizes and they are likely the “home base” for customers finding the detailed information they desire as well as the basics, like store hours, contact information, product details and links to social channels. While on the surface it may seem like websites are the opposite of engaging—static, one-size-fits-all, impersonal—the fact is with a little bit of strategy, businesses can create a website that provides customers with a truly engaging experience with clear calls to action as part of the customer’s journey.
Sponsored Content: The companies who prove that their media is better at driving in-store visits will reap the benefits. Measurement will not come from the vendor itself but rather from third-party measurement firms decoupled both from the buying and selling of advertising and from the platforms on which the media runs.
Creating fresh content and having the time and staff to devote to keeping the website updated are other challenges business owners frequently point out as barriers to building and maintaining a website. But it shouldn’t be this way. Websites are still a foundational marketing element for businesses of all sizes—especially small- and medium-size businesses (SMBs) like restaurants, retails, gyms, banks and other service providers.
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.