News and Analysis
The Goddard School Is Changing How Franchise Marketing Gets Done
Growth creates a unique challenge for franchise organizations. Every new location expands revenue opportunities, but it also adds complexity. More locations mean more local marketing channels to manage, more reviews to monitor, more business listings to maintain, and more customer interactions that require attention. At a certain point, growth itself begins to change how marketing […]
What Yelp’s Fastest-Growing Brands Reveal About Consumer Behavior
Every year, lists of the fastest-growing brands offer more than a snapshot of corporate success. They provide insight into what consumers increasingly value, how preferences are evolving, and where demand is moving next. Yelp’s 2026 Fastest-Growing Brands report does exactly that. Based on growth in consumer engagement across the Yelp platform, the rankings highlight brands […]
Why MULO Brands Are Investing More in Creator-Led Marketing
Creator-led marketing is rapidly evolving from an experimental tactic into a core component of many brands’ growth strategies. As consumers spend more time with creator-generated content and place greater trust in peer recommendations than traditional advertising, marketers are increasingly turning to creators as a scalable channel for customer acquisition, engagement, and brand building. The trend […]
Commentary
AI Search Is Rewriting Local SEO for Multi-Location Brands
Local search visibility has been one of the most stable areas of SEO for years, relying on conventional techniques like keyword matching and search positioning. However, search behavior is now changing due to the implementation of AI-generated answers. Users are expecting synthesized suggestions for local businesses rather than sifting through a list of options. The […]
The Agency Offering Your Clients Need: Citation Intelligence for AI Search
Most local SEO agencies have a citation management offering of some kind. They might audit client listings, fix NAP inconsistencies, claim the obvious missing directories, and report back to the client. This process gets the job done as a basic optimization to check off, but it was designed for improving traditional local rankings — not […]
The Website Is No Longer the Center of Local Discovery
For years, multi-location brands built local marketing around a fairly simple model. A customer searched, clicked a result, visited the website, and made a decision from there. Visibility was measured through rankings and traffic. Persuasion was expected to happen on the site. Performance was judged largely by what could be tracked after the click. That […]
Latest Posts
What the FBI’s DOOH Strategy Teaches Marketers
Digital out-of-home (DOOH) advertising has traditionally been viewed as a channel for building brand awareness, driving store visits, and influencing purchase decisions. But one of its longest-running use cases highlights a different strength: its ability to generate real-world action quickly and at scale. The Out of Home Advertising Association of America (OAAA) recently announced the […]
Scooter’s Coffee Growth and the Future of Franchise Marketing
As multi-location brands push deeper into expansion mode, one of the biggest operational challenges is no longer simply opening new locations. It is maintaining consistent customer engagement, local visibility, and brand standards across hundreds of markets simultaneously. Scooter’s Coffee is increasingly confronting that reality firsthand. The rapidly growing drive-thru coffee chain, Scooter’s Coffee, has expanded […]
AI Is a Multiplier: Why Better Data Drives Better Results
For too long, the conversation around AI has centered on capability. What it can do. What it might unlock. But capability without underlying quality will only scale the wrong things. AI amplifies the marketing data that’s already there. Done right, it accelerates insight, boosts creativity, and enables rewarding collaboration. Done wrong, it amplifies risk, bias, […]
Why Programmatic Audio Is Winning New Attention From Advertisers
As marketers search for incremental reach across an increasingly fragmented media landscape, audio advertising is emerging as a powerful complement to CTV, social, and digital video. A new partnership between Basis and DAX highlights how programmatic audio, audience targeting, and omnichannel campaign management are reshaping media planning. While connected TV, retail media, digital video, and […]
Broadcast Is Losing Ad Dollars Despite Massive Reach
The advertising industry has spent a decade solving for targeting. Most of the major platforms have gotten quite good at it. That is not where broadcast is losing. Broadcast is losing on proof. The buyers moving budgets to Netflix, Amazon, and programmatic platforms aren’t doing it because those platforms have bigger audiences. In most markets, […]
SOCi Hits 300,000 AI Agents as Automation Goes Mainstream
AI agents are quickly moving beyond experimentation and becoming part of the operating infrastructure behind enterprise marketing. That trend was on display this week as SOCi announced that it has surpassed 300,000 deployed Genius Agents™, a milestone the company says establishes the largest deployed agentic workforce in marketing. The announcement underscores how rapidly enterprise brands […]
OOH Pushes Deeper Into Performance Media
OOH advertising has long benefited from its physical presence in the real world. But as marketers increasingly demand the same level of attribution, interoperability, and performance accountability they expect from digital channels, the industry is racing to modernize how the medium is measured. That effort is now accelerating through a new initiative led by the […]
AI Agents Are Reshaping SEO for MULO Brands
For multi-location brands and the agencies that serve them, maintaining consistent AI and local search visibility at scale is a resource problem, but AI agents are beginning to solve it. Managing local SEO across hundreds of locations means doing the same things you’d do for one location, including optimizing listings, responding to reviews, publishing posts, […]
AI Search Is Rewriting Local SEO for Multi-Location Brands
Local search visibility has been one of the most stable areas of SEO for years, relying on conventional techniques like keyword matching and search positioning. However, search behavior is now changing due to the implementation of AI-generated answers. Users are expecting synthesized suggestions for local businesses rather than sifting through a list of options. The […]
The Agency Offering Your Clients Need: Citation Intelligence for AI Search
Most local SEO agencies have a citation management offering of some kind. They might audit client listings, fix NAP inconsistencies, claim the obvious missing directories, and report back to the client. This process gets the job done as a basic optimization to check off, but it was designed for improving traditional local rankings — not […]
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