This week, both Google and Bing released instant messaging features. Both engines will now provide the ability for users to connect with brands directly from the search results, making it easier to receive immediate brand communication and closing the customer feedback loop. For this blog and the remainder of this year’s content, we will discuss up-and-coming trends and patterns that have the potential to transform the local search ecosystem in 2017, and how your brand can prepare for them.
Brandify kicked off its second annual Season of Cheer of by working with Mary’s Kitchen to help Orange County’s homeless community gain access to hot meals and everyday necessities. Mary’s Kitchen was established in 1984 by Mary McAnena, an 82 year-old woman who opened her heart and home to the community’s homeless, cooking meals on her four-burner stove and accepting help from volunteers. Mary found her calling in dedicating her life to helping those less fortunate than her in any way she could. This story inspired the Brandify team and served as the perfect launch of the 2016 Season of Cheer.
With Black Friday upon us and the holiday season officially in full swing, enterprise marketers are running out of time to get their local marketing strategies on track to capitalize on this year’s holiday spending and create loyal, returning customers for 2017 and beyond. With this in mind, this blog highlights major takeaways from Brandify’s recent holiday webinar, 3 Ways to Boost Your Local Marketing Strategy this Holiday Season.
In an effort to give marketers more data-driven ads, Snapchat has entered into a deal with Foursquare to give more precision to its location-based geofilters. Snapchat advertisers will now be able to harness the power of Foursquare's data when creating and evaluating geofilter campaigns. Foursquare’s data spans more than 90 million locations, making it an invaluable asset to any social media platform or marketing campaign.
On November 4th, Google announced that it will be introducing mobile-first indexing in place of desktop-first indexing. This will greatly enhance the mobile user experience, as mobile users expect real-time information on-demand, and Google is rising to meet the hype. This switch in indexing means that even desktop pages will be crawled using a mobile-first lens, signaling that brands without a dynamic or mobile-friendly design could be in trouble.
Google announced this week that its Map Maker tool will be retired in March 2017. Map Maker, which was released in 2008, has served as a crowdsourced tool for updating listings data on Google Maps and Google Earth. Up until now, anyone has been able to add or update information such as business listings, NAP data, roads, and naturalistic features such as parks and beaches using Map Maker. Changes are currently verified by Google, and then updated accordingly.
With the proliferation of mobile devices, there are more channels for consumers to find a business online than ever before, and with the holidays approaching, customers are already looking to find the best deals at the nearest stores. The most common way for consumers to satisfy their local purchase intentions is through a Google search, and a great way to catch the eye of prospective consumers this holiday season is through relevant, localized ads. Ads allow brands to customize the message, promotions or events they want to broadcast with custom features such as call-tracking and dedicated landing pages.
Machine learning is becoming more and more pervasive in digital technology, and its effect on the local search industry is already apparent. Snapchat’s Lenses are a great example of how machine learning has been employed for the purpose of facial recognition, allowing users to utilize Snapchat Lenses and have them fit so seamlessly onto their facial features.
Today’s customers operate across many different channels, switching between devices and making split-second decisions based on relevant, timely and personal content. Previously, we have covered how local listings accuracy and mobile optimization are crucial to holiday marketing success. Additionally, it is important to be chosen in a customer’s moment of need by utilizing advertising strategies to bridge online to offline this holiday.
The 2016 presidential election has potentially been the most technologically advanced election in history. Presidential candidates who once relied on visiting towns and cities across the country in order to get in front of voters and form a positive impression can now reach hundreds of thousands of people with the tap of a button. Similarly, voters now have smartphones and social media at their fingertips to sway their opinions and confirm candidate claims. With the 2016 election happening next week, here are four major ways technology has shifted the campaign process.
Topics: Chat Bots