News and Analysis
To Meet Consumer Demands, Automotive Marketing Goes Vertical
While customer feedback is coming in from every direction, the automotive industry has done a better job of funneling reviews into vertical-specific platforms than some other industries. Large auto retailers like AutoNation are making major data stack investments, while others are working to improve their online ratings and reviews by engaging more frequently on sites like Facebook and Yelp as well as on automotive-specific platforms like Cars.com and Edmunds.
Jump of 0.1 in Five-Star Review Averages Can Make the Difference on Conversion
When customers are looking for a quick fix and do not intimately know the shops around them, star-rating averages are crucial. A new report by location-based marketing firm Uberall indicates they are so influential in consumer decision-making processes that a mere 0.1-point jump in a store’s average rating can increase its conversion rate by 25%.
How Can Brands Capitalize on Google’s Latest Ads Update?
Almost a month has passed since Google officially killed its ‘average position’ metric. The metric was retired on September 30, and marketers using Google Ads have been encouraged to transition to using ‘prominence metrics’—made up of the search top impression rate and search absolute top impression rate—instead. Google’s announcement was designed to give brands the opportunity to update their strategies before the average position metric was axed to hopefully make the transition a seamless process.
To understand how that transition is actually working in the real world, and how brands are adapting to the change from one metric to another, we connected with Walker Sands Digital’s Ryan Sorrell. A digital marketing expert with experience deploying competitive content analysis for B2B clients, Sorrell shared his thoughts on how Google’s decision to axe the average position metric will impact brands going forward and which new opportunities are at play as Google shifts its sights toward automated bidding strategies.
Commentary
The Shift in B2SMB: It’s All About Platforms
Major changes are coming to SMB marketing as the market shifts away from media towards cloud-based services, artificial intelligence, marketing automation and location marketing. This cluster of tech movements represent real opportunities to help SMBs target and engage customers, and become more efficient.
Latest Posts
Street Culture: Promoboxx Links Incentives to Achievements
CEO Ben Carcio said that it dawned on him one day that his employees would probably enjoy the perks of the job more if they were linked to company goals. One of the most recent incentives that the Promoboxx team earned was half day Fridays for the summer after hitting a revenue goal during the first week of June.
Leader of Reuters Institute’s Bleak News Report: ‘We Can Do It’
A recent report had mixed emotions about the future of community news. So should publishers despair, or is there promise of sunlight behind the lowering clouds? We spoke with Nic Newman, digital strategist at the Reuters Institute for the Study of Journalism, and author of the report, to find out more.
Sponsored Content: Enterprise Totally Trounces Hertz in a Battle for Local Marketing Presence
Vehicle rental companies Enterprise and Hertz battled their branding strategies in a Brand Battle that analyzed data accuracy, local search and advertising, reviews, and social engagement. In an industry where service can make all the difference to customers who are often stressed and rushed, Enterprise influenced its consumer base in positive ways, supporting loyalty and growth…
Street Fight Daily: The Location Data Sharing Boom, Google Enables Call Campaign Attribution
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Marketers Don’t Need Pokémon Go to Track You: Inside The Location Data Sharing Boom… Google Empowers Businesses to Establish Attribution for Call Campaigns… Uber Rival Gett Enjoys a Lift from Brand Filter on Hot App, Prisma…
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation