In Street Fight’s biweekly roundup of career moves, Kelly Benish looks at new faces at Uberall, Moz, Devhub , Wix and more, anniversaries at ReachDesk, Botify and beyond plus numerous opportunities at companies including TikTok, Snap and Seismic Locality announced the appointment of industry expert John Brohel as their new Chief Financial Officer. Brohel brings […]
Marketing technology has changed the way consumers find, choose, and return to businesses. While the majority of multi-location businesses have successfully implemented broad strategies to be discovered by consumers, research shows many are failing to fully leverage the latest tools for local discovery, engagement, and conversion.
The economic headwinds businesses face today make it even more important for marketing teams to work smarter in order to drive growth. Businesses should be stepping up their local marketing efforts and running more hyperlocal campaigns if they want to continue to grow through the second half of the year and the first half of 2023.
Although 73% of decision-makers believe digital capabilities in physical locations—such as QR codes, self-checkout, and contactless payments—are more important now than before the pandemic, seven in 10 rated their organization’s ability to provide seamless customer journeys across digital and physical touchpoints as “average,” “fair,” or “poor.”
In an analysis of more than 4 million store reviews on Google, Facebook, Yelp, and TripAdvisor, Uberall and The Transparency Company found that Google has the highest average percentage of inauthentic reviews across business categories. More than one in 10 reviews on Google’s platform was identified as fraudulent or fake in Uberall’s analysis. The category with the highest percentage of fake reviews was locksmiths, while pharmacies came in as the category with the lowest percentage of fake reviews.
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.
Loyalty to local businesses may never cease to be an important factor in brick-and-mortar commerce, but the boom of “near me” searches and the emphasis on convenience in the age of mobile search make a prime online presence for the quick-querying passerby more important than it has ever been. This latest Uberall data indicate that responding to reviews can provide the slight 5-star rating bump that guides an unfamiliar customer into a store she may otherwise pass up for a higher-ranked competitor.
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%.
It only takes listing correct and comprehensive information on Google, Yelp, and Bing for a brand or small business to earn 90% on location management solution Uberall’s voice search readiness test. Yet only 4% of the businesses in the company’s latest study, which examined the voice preparedness of 75,000 listings, had correct info on all three of those major directories.
At its annual conference in Dana Point, CA, this week, the Local Search Association recognized the best solutions in location-based search and advertising with its annual Ad-to-Action awards. Award winners, who competed in a field of over 80 entries and were selected by judges representing companies such as Google, Amazon, and Walmart, included Brandify, PlaceIQ, and Vendasta.