In this episode of Location Weekly, the Location-Based Marketing Association covers Verizon deploying 2cm precision location tracking, DoorDash opening DashMart stores, and Google launching earthquake detection on Android devices. Rich Ventura of Sony Electronics joins as a guest.
More than half of Americans say they’re concerned about touching cash during the Covid pandemic, and 60% say they plan to use so-called touchless payments in the future. Google’s Waze is leaning into the shift with a new integration and partnership that will enable contactless payments at the gas pump for drivers all across the country.
Mainly, multiple instances of data breaches committed by governments, corporations, platforms, and even data warehouses have eroded the trust citizens have when forking over sensitive and personal information. The resistance only increases as a result of Americans’ strong resistance to being told what to do, which manifested in widespread protests against mandatory quarantine restrictions in several states.
How can this resistance be overcome? Companies and government organizations asking for personal information must build trust from the very beginning. High rates of consent require clear information to users about exactly what data citizens will share and how this data will be used and protected.
Did you know that over 50% of Google searches performed do not result in a click? Did you know that Google is continuing to expand the number of queries to which they are applying zero-click SERP features?
Did you know that it’s not something that you should be too worried about yet?
“Wait… But it’s taking away search opportunities from my website!”
That depends on how you are defining search opportunities, so let’s jump to it.
What about the tech adoption accelerants happening on the supply side? Tech giants who provide marketing and operational tools for local businesses have been in hyperdrive over the past few months to roll out new Covid-era features.
Here are three areas where we’re seeing the most activity … and where we could correspondingly see the most local business evolution.
Different industries are looking to manage the spread in different ways. For retailers, that might mean using artificial intelligence to make sure customers are following social distancing rules inside their stores. It might also mean using location data, beacons, and other mobile technologies to track where consumers are going during shutdowns or monitor employee compliance with local Covid regulations.
It’s worth noting that this is a sector that is evolving at breakneck speed. These are just a few of the ways the martech community is using its technology for Covid compliance right now.
In this episode of Location Weekly, the Location-Based Marketing Association covers X-Mode launching its Consent API for partner apps, Google moving to auto-delete location and search history, and NomadiX Media securing a contract with the Qatar World Cup.
Businesses that understand these changes and find ways to harness review attributes stand to see major gains in search. Google’s new feature could be a big improvement for small and mid-size businesses, in particular, since it provides marketers with both comparative structured feedback and sentiment. But whether businesses benefit from Google’s decision to expand review attributes into new categories depends largely on how they capitalize on the changes.
In this episode of Location Weekly, the Location-Based Marketing Association hosts Jed Schneiderman, EVP of growth and marketing for EQ Works.
The team also covers Pedigree getting behind Zoom-based dog adoption in Nashville, Chantel Jeffries throwing a virtual DoorDash dinner party with Chili’s, and Google highlighting businesses with curbside pick-up in local search results.
Building a brand will never stop being essential for companies with brick-and-mortar locations hoping to secure the dollars of nearby consumers. But a new report from location marketing firm Uberall suggests the rise of location-based or “near me” search is undermining the power of branding alone, increasing the importance of optimizing for searches in which consumers are simply looking for the closest, most convenient option while on the go.
Google in particular has made significant moves in recent months to verticalize the consumer search experience. For example, the team responsible for the relatively new Google Travel and Google Hotels sites has reported that they built a new consumer experience for hotels specifically because they noted important differences in the ways consumers searched in that category.
Brandify’s study illustrates that consumer preferences for additional verticals are similarly differentiated, both in the channels consumers prefer for each vertical and the sorts of information they seek out when searching. Already, the search experience for restaurants, retail stores, and healthcare providers varies by vertical, especially on Google, which has added prominent vertical-specific attributes as a result of Covid-19 such as dine-in, takeout, and pickup availability for restaurants.
In this episode of Location Weekly, the Location-Based Marketing Association hosts Rob Woodbridge and Hidetoshi Uchiyama, CEO of Unerry. Asif Khan and Aubriana Lopez also discuss Google and Apple building a Covid-19 tracking system into their OS platforms and PlaceIQ acquiring Freckle IoT. They also touch on the ethics of price gouging by home delivery services during the coronavirus crisis.
Not long before the COVID-19 outbreak was officially deemed a pandemic — it seems like years ago, but it was only March 11 — we planned to commemorate Street Fight’s March theme, Word of Mouth, by surveying a select number of experts in local marketing about the state of reputation management and what to look forward to in 2020.
Current events got in the way of our plans, and therefore we’re releasing this report in April rather than March. But we were pleased that the experts we asked came through and offered a great deal of valuable insight on the priorities and challenges of reputation management for local businesses. So let’s dig in to the insights provided by local marketing leaders at ThriveHive, Reputation.com, Chatmeter, Brandify, GatherUp, Uberall, and BrightLocal.
Updating your location data management information to reflect new hours, store closures, different contact information or special announcements is important for business success in general. In the midst of the global Covid-19 pandemic, maintaining accurate location data can actually have vital consequences for public health.
Yet a BrandMuscle study found that less than 60% of local business owners had even claimed their online business listings, which can lead to confusion about whether businesses are open or not.
We are not the only ones helping businesses with online communication at this critical time, and businesses themselves need to know the latest so they can craft flexible and responsive strategies. With that in mind, we’ve decided to publish our tracking sheet on changes to local business marketing channels as a new webpage called “COVID-19 Local Search Updates,” live on our website today. We will keep it up to date, and we hope you’ll find it useful.
Important announcements were posted Friday by Google and Yelp as part of the effort to contend with coronavirus and its impact on businesses.
Google has published a new help page titled “Limited Google My Business functionality due to COVID-19.” Before diving into the details in the announcement, I’ll mention the most important headline. Due to a rapid reorganization of priorities, Google has determined that at this time, they will disable the ability to leave new reviews, reply to reviews, and post new Question and Answer content.