Recently, Google released an update to its “Popular Times” feature, providing real-time updates for a location’s busiest times of day, allowing users to find out how crowded a local businesses is before making the decision to visit. The updated “Popular Times” data, provides users with general estimates of a location’s wait time with summaries like, “Not too busy” or “Usually a little busy,” per 20 minute period. Under a bar graph detailing peak times of day, there is a “Plan your visit” statement, with a time range in which people usually stay at the location (e.g., “People typically spend 20 min here”).
Recent discoveries suggests that Google is experimenting with local inventory ad placement above the local 3-pack. These ads mirror the Local Pack in format and structure, with two ad listings resulting from some product searches. Not only are these listings sporadic, but they seem to appear only as a result of local searches conducted on a smartphone, demonstrating Google’s continued focused on local-mobile search.
Losing customers can cost brands millions or even billions of dollars annually; conversely, gaining and retaining loyal customers can more than double this revenue, as well as broadcast brand presence and local authority. Whether you are looking to retain your existing followers or grow your customer base, avoid these 6 fatal mistakes when building customer loyalty.
Almost a year ago, Google launched its much-anticipated Accelerated Mobile Pages (AMP) in order to create a better, quicker experience for mobile users. Over the past several months, publishers have provided mixed reviews on AMP performance. Google is still working out the kinks in features that will provide the best results to both users and publishers, but it can be assumed that Accelerated Mobile Pages and their mobile-first objective are here to stay, and do impact ranking factors.
Mobile is becoming an incremental part of the shopping experience for many consumers. This year, 73% of customers plan to use their mobile devices for shopping activities, such as finding deals, comparing prices, researching products, accessing coupons and finding store locations. With mobile taking such a big role in the holiday shopping experience, this week we will discuss how enterprise brands can target on-the-go consumers and optimize for the mobile user experience.
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.
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.
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.
While it is important for marketers to stay focused on a consistent and coherent strategy, one based on principles and tools that won’t be shaken with each new fleeting technology, some fads can take us by surprise and force us to change and update existing marketing strategies.