Commentary
Single-Use Coupons: A Multi-Pronged Strategy for Each Phase of the Customer Journey
A savvy marketer can select a solution that enables her to launch personalized promotions that perfectly suit a target customer for a given phase. For example, an offer designed to acquire new customers should differ from the one that goes out with a view to retaining lapsed customers or further engaging the loyal customer. This is where single-use coupons provide immense potential to deliver personalized promotions, allowing marketers to segment their customers into the appropriate marketing phase—acquisition, engagement, or retention.
The 10 Commandments of Location Intelligence Marketing
The amount of location data can be overwhelming, making it difficult to understand when to use what information. Even the most experienced marketer can lose sight of the basic principles that guide successful use of location intelligence tools.
Based on our 11 years of experience helping mobile apps leverage the context of their users, we offer the following 10 commandments that every marketer working with location intelligence should keep top of mind to drive a successful marketing strategy.
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.
Latest Posts
Can Facebook Contend in Local Search?
Facebook has been formidable in a few key areas of local — mostly among SMBs. It has penetrated further in SMB adoption than any other entity to date, and Street Fight data indicates sustained growth. That’s half the battle for Facebook: The other half is gaining equal favor as a local search and discovery engine among users.
Holiday Countdown: 5 Powerful Mobile Marketing Activations that Drive Sales
With the right approaches and strategies, stores can connect with consumers throughout December, even as the clock ticks down to everyone’s end-of-year celebrations. So, hitch your sleigh to the following five activations — put these in your marketing mix and get ready to toast your company’s end-of-year sales with a cup of retail cheer.
Google Websites — To Infinity and Beyond?
“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”
At Cloud Summit, a Focus on the Transition to SaaS Services
ReachLocal’s CPO Kris Barton noted that SaaS churn is typically between 6 percent and 22 percent. Media churn is between 39 percent and 86 percent. The key is to provide an integrated marketing system, said Barton: “Sixty-four percent are more likely to use a marketing system when it is integrated with core business systems.”
Big Political Ad Spend Set for Local in 2018, but Will News Sites Be Ready?
Political ad spending totaling $1.9 billion will pour into the digital space, most of it on the local level, Borrell Associates estimates in its 2018 forecast. But daily newspapers and local news “pure-plays” will have to fight hard for their share against Facebook, Google and the other digital platforms.
LBMA Podcast: Microsoft Azure + TomTom, Snapchat Object Filters
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan, Rob Woodbridge & Aubriana Lopez. On the show: Sports Experts, Blulog’s Cool&Go, JCDecaux + Neustar, Bluedot signs Transurban. Correction: Waze+AllState. Special mention: Radio.Garden
Street Fight’s Big 3
Street Fight Columns
Street Fight Categories
Streets Ahead: Google Chat, and Instagram Reels