In times of economic uncertainty, local communities look to support their own, ensuring businesses stay open and neighborhoods stay strong. What most brands miss is that they are a legitimate part of the community fabric and can leverage their place in that fabric as a marketing and sales asset.
Marketers do not need to see H2H as at odds with data-driven advertising. Marketers can leverage tech to activate brand ambassadors in target communities, foster local connections, scale to multiple trade areas, and collect data on the back end that allows for customer relationship management and marketing measurement. This is H2H marketing for the digital world, and it’s better than retargeting without a human touch and human touch with no data to back it up.
The test of a good business case is that it is backed by a lot of good data but can be easily summarized: Privacy creates trust. Trust builds loyalty. Loyal customers drive growth.
If the current upheaval in the market signals anything, it is that the relationship you have with your customers must be cherished, cultivated, and mutually beneficial in order to be monetized effectively. As the user acquisition game becomes more challenging, businesses must invest in personalization and engagement in order to improve retention, activation, and conversion metrics. This means doubling down on your mobile app strategy and centering it on transparency, on-device targeting, and trust.
Rather than fear upcoming changes, marketers should welcome the steps being taken to safeguard consumer data privacy and recognize the opportunity to leverage the massively rich, privacy-compliant consumer data sets that are still available to them.
With this in mind, retailers across all industries are investing in technologies to simplify or enhance the customer experience, ensuring the pathway to purchase is intuitive and fast. With a variety of options (and opportunities) to consider when it comes to driving e-commerce and digital engagement, what should small businesses prioritize throughout 2021 as we anticipate entering a post-Covid marketplace?
It’s true that most consumer searches originate with Google and other search engines and that consumers often find the information they need in third-party properties like Google Maps, Yelp, and TripAdvisor without the need to turn to the business website. But these sites and apps have limitations, only making certain fields and features available and generally presenting a uniform, abbreviated view of businesses.
Store locators, along with their companion properties, local store landing pages, offer a far greater degree of freedom for introducing features that differentiate a brand from the competition.
The location market has matured beyond push. The value of micro-location technology is now built on hyper-accurate analytics on where users go in the physical world, allowing advertisers to re-target them with a variety of omnichannel marketing efforts. Here are a few exciting use cases that highlight the power of hyper-accurate location-based marketing technology.
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.
dataPlor: The Importance of Personal Relationships and Other Key Findings from Emerging Market Small Business Survey
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.
Businesses in the twenty-first century still struggle with a major gap in access to local data in emerging markets. Meet dataPlor, the data intelligence startup tackling the problem head on.
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.
Sponsored Content: With Google and Facebook offering their own standalone solutions (to measure only their own media) and with Snap’s 2017 purchase of Placed, anyone in the market of competing for share, will need, at minimum, the same tools as the next guy, writes Freckle’s Neil Sweeney.
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.
In this article, we will take a close look at the role that maps and map listings, such as Google Maps, Apple Maps, and Bing Maps, are playing in the local search ecosystem. We will delve into how the data from those services is driving desktop, mobile, and voice search.
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.
If just one piece of a brand’s local presence is not being managed well, then in-store traffic can dip. That’s why consistent monitoring of online data across websites, mobile applications, and forums is necessary for businesses long after they’ve initially taken control of their digital presence.
To gauge how each company approaches local marketing, Brandify’s proprietary technology analyzed Weight Watchers’ and Jenny Craig’s store locations with focus on areas of local presence management. 492 Jenny Craig locations and 663 Weight Watchers locations were included in the data sample.