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.
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.
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.
In the most recent Brand Battle published by Street Fight, Brandify pitted two national brands against each other to measure the effectiveness of their online presence. In this Brand Battle analysis, Brandify’s Director of Product, Damien Rollison, breaks down the components of Starbucks vs. Dunkin’ Donuts for a clearer view of just what Brand Battles are measuring and how they relate to data-driven local marketing strategies as a whole.
When Apple Maps launched back in September, 2012 with the release of iOS 6, it was considered inferior to Google Maps by many users. Over the following years, Apple Maps has struggled to catch up to Google, but with the release of iOS 10, it seems like Apple Maps is reaching a point where it is worthy of competing with Google Maps. While Google may still hold users’ favor, Apple has recently made some significant changes to its UI and functionality that are worth considering. Here are three Apple Maps upgrades that could make it the go-to for iOS users and make it an essential to your location data distribution strategy.
Google’s recent algorithm update, referred to as “Possum” by local SEO experts, has had many marketers wondering why they suddenly lost their local search rankings. However, as Joy Hawkins reported, it is unlikely that brands have been penalized in the local search results, but rather, the new algorithm update has caused a major shift that is forcing some brands out of the local 3-pack for keywords for which they were previously ranking.
With 20% of all mobile queries coming from voice search and 41% of adults performing voice searches daily, this method of search is quickly hitting mass mobile user adoption. Voice search and local queries are intertwined, with voice search queries on mobile devices frequently showing local intent and 70% of those who bought in a store checking mobile first. If brands are on track to meet ComScore’s prediction that 50% of all searches will be made by voice by 2020, marketers must adopt strategies to optimize for voice search.
Recently, Google has made quite a few changes to local review guidelines. Last month, Google exposure with reviews to other customers. With nearly 90% of consumers stating that they trust online reviews as much as a personal recommendation, user-generated content has never been more important. Recently, Google launched Critic Reviews, which allow any publisher to apply to have their “critic reviews” displayed for a local business. Following critic reviews, Google made some updates to the guidelines for using schema markup reviews, advising that only reviews produced directly from a brand’s own site can utilize review markup. Now, Google has introduced Reviews from the Web, which pulls consumer reviews from third-party sites to the knowledge panel on a desktop and presented directly under NAP information on a smartphone.
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.