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.
Every two weeks, our jobs columnist Geoff Michener provides a roundup of the latest hires in the digital marketing and media ecosystems. This week’s edition also includes new hires at Motive, JumpCrew, L’Oréal, and Pubmatic.
Every two weeks, we round up new hires in the hyperlocal marketing and media space. This week also brings new hires at Vendasta and American Hometown Publishing.
On this week’s edition of the LBMA podcast: GivePay + NYC ATM, Grabb-IT, Gimbal, Uberall acquires NavAds, Posterscope + HUQ Industries, Chevron + Visa. Special Guest: Helen Maxfield – Aimia (with Pointr Labs).
Every two or three weeks, we round up some of the biggest fundraises taking place in hyperlocal marketing, commerce, and tech. This week’s edition includes funding for Planday, New Knowledge, Launchmetrics, and Uppercase.
Location marketing firm Uberall has acquired rival Navads and raised an additional $25 million in venture funding after closing a series B for the same amount just earlier this year. The exact terms of the acquisition deal are undisclosed.
TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Uberall Acquires Rival Navads, Announces $25M in Fresh Funding… PubMatic Report on Mobile Advertising Demonstrates Strength of Video… AppLovin Acquires MAX in a Bid to Spur In-App Header Bidding Adoption…
Location marketing is changing the way people shop in the real world, potentially decreasing the role loyalty plays in purchasing decisions as consumers prioritize convenience. According to the results of a new study commissioned by the location marketing platform Uberall, 82% of shoppers have done a “near me” search on their smartphones.
TODAY IN LOCAL & DIGITAL MARKETING… Facebook Takes a Stab at Local—Again… As ‘Near Me’ Searches Spread on Mobile, Consumers Trade Loyalty for Convenience… Google Might Be Hiding the Fact That Its Own Reviews Are Shoddy…
On this week’s Location-Based Marketing Association podcast: Uberall + TripAdvisor, DoorDash, Sinagpore’s WhereIsWhere, Mall of America, Amazon buying Landmark Theatres?, Apple going into your windshield.
While it has become commonplace for hotels and restaurants to check their TripAdvisor ratings on a regular basis, the process breaks down as the size of the business grows, causing brands with hundreds of locations to struggle. The digital location marketing platform Uberall is trying to change that.
Street Fight Daily: The American Version of GDPR Is Coming, Supersized Funding Rounds Becoming Common
TODAY IN LOCAL & DIGITAL MARKETING… Should Ad Tech Panic Over the California Privacy Protection Act Now or Later?… $100 Million Was Once Big Money for a Startup. Now, It’s Common… Bridg Positions Itself as Marketing Arm for Offline Businesses…
Retailers love push marketing. But the practice relies on consumer data in order to work, and that’s becoming a major problem with the European Union’s new General Data Protection Regulation firmly in effect.
The update aims to boost search engine optimization for Uberall’s multi-location consumer-facing clients in order to drive in-store foot traffic. It comes at a time when mobile “near me” searches hit unprecedented heights and continue to grow.
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Ruthlessly Undercuts Brands With Its Low, Private Label Prices… Survey: Social Advertisers Missing Critical Components in Data Ownership… Ad Tech Execs and App Marketers Doubt Apple Can Sell Ads Without Data Collection…