With the close of Brandify Summit 2016, brands can take away some valuable lessons in location-based marketing, specifically regarding the importance of customer-centricity and personalization for brand engagement and local conversions. Technologies such as mobile devices and artificial intelligence have reshaped customer expectations and set new standards for brands to compete with. To wrap up the day’s collection of excellent seminars and inspiring speakers, here are are three major considerations for brands to keep in mind when forming a local marketing strategy.
While beacon technology is still new, it is becoming widely adopted. There is a common misconception that beacons are simply used to send messages (push notifications) to customers when they enter a specific geographical region, but beacon technology is much more than that, and it is becoming a great way for brands to interact with their customers on a more personal and local level. Kevin Hunter of Centroidal Advisory & Consulting talks about how beacons can be used to enhance the customer experience with personalized engagement, loyalty building and driving more customers to your store locations.
Voice search refers to one’s smartphone, desktop computer or any other entry point that uses voice, like Google’s microphone or Amazon’s Echo. When someone activates a personal assistant using their voice, they are performing a voice search. In the world of smartphones and mobile devices, speech is increasingly becoming the preferred search method of choice for users who wish to perform queries. John Gagnon of Microsoft’s Bing talks about the future of voice search technology and how it relates to local search.
Digital technology infiltrates every aspect of our daily lives; we use it as customers, professionals and as general human beings. We now live in a post-digital world where customers expect immediacy, personalization and follow-through. The post-digital world puts increased pressure on marketers. Today’s customers have been empowered by technology and it has led them to become entitled.
It’s been a jam-packed day, full of fun activities, industry leading speakers and great brand networking. Throughout today’s events, there have been a few core concepts that have seemed to pervade both breakout sessions and seminars alike. These themes are crucial to understanding local marketing and implementing effective strategies to get your brand found when it matters the most. So, to recap on the day’s events, here are three key takeaways from day one of the 2016 Brandify Summit.
Location data is extremely valuable when it comes to understanding local customers and creating strategies for engaging them and providing relevant, valuable advertisements to draw them in. Mobility has changed the way that marketers can understand and interact with digital audiences, and it has given a whole new meaning to online-to-offline attribution. Using a smartphone’s GPS data to geographically target audiences has become critical to the success of creating local customer profiles and targeting local prospects with relevant and value-based ads. Today, Foursquare's Mark Kwak talks about how brands can better understand their audiences by maximizing the power of location data with Reza Qorbani of Qualia/BlueCava and Alex Levin of Circulate, moderated by Greg Sterling of the Local Search Association.
As the world becomes more technical and everything is digitalized, marketing and software are invariably entangled and marketing management necessarily includes software management. Today, part of the marketer’s job is to work with websites, analytics, social media, marketing automation tools, interactive content, mobile apps and more, all of which, at heart, are software applications. Software provides marketers with valuable tools and agile ways to reach consumers and engage with them at a more local and personal level.
As a big-name brand, it can be easy to feel invincible, but small, local competitors can beat enterprise brands who are failing to optimize for the local experience. The combination of personalized, local business have the potential to consume the market share for bigger brands over time. One area in which big brands are severely deficient is review moderation. Listening to your customers and responding to reviews helps build brand awareness, resolve customer issues and increase engagement, but this is one aspect of local optimization that big brands fail to achieve. Phil Rozek of the Local Visibility System discusses how big brands can master review moderation, with Mindy Weinstein of Market Mindshift and Kyle Eggleston of Walgreens, as panelists and Greg Sterling of the Local Search Association as moderator.
The healthcare industry depends on accurate location data for successful business. Patients count on location data to find the nearest hospital or emergency room, research physicians, fill prescriptions and participate in clinical trials. Conversely, doctors depend on data from clients to accurately and effectively treat patients and recommend procedures. Part of gaining trust comes from avoiding frequent mistakes when it comes to updating and optimizing location data. Below are the five biggest mistakes that healthcare marketers should avoid.
For enterprise brands with a plethora of locations, scaling marketing efforts for a short period of time often takes even more planning and preparation. It may only be August, but many retail brands are already pushing out holiday ads and stocking up on decorations and giftware. As the holidays approach, businesses need to be ready to serve customers and create an easy shopping experience. Here are five expert tips to build a strong local marketing holiday strategy and stay ahead of the competition.