This holiday season, customers will be expecting that the brands they love and trust are leveling up to meet their demands. But these demands are not explicit; in fact, 32% shoppers visit stores because they like the overall in-store experience. For this reason, giving your locations the extra customer savvy they need will close this conversion gap and bring these local searches to your stores this holiday season.
Image via Mike Blumenthal
Back in November of 2016, Google began experimenting with the concept of including a messaging feature within Google My Business. With the hype of messaging taking full force, this month’s confirmation for a full roll-out of this by Google indicates several noteworthy things about why local marketing is more important for brand now more than ever.
In today’s world, vocal is local. In fact, Mary Meeker confirmed at last month’s Code Conference that with so many users on the go, voice is now beginning to replace typing online search queries. KPCB’s recent Meeker report notes that 20% of mobile queries were made via voice in 2016, while accuracy is now about 95 percent.
Topics: Voice Search
Artificial intelligence and voice search are, undeniably, some of the biggest technological trends of 2017. Not only do these technologies provide marketers with significant opportunity to connect with consumers on new levels, but they also open new avenues for understanding audiences and driving action through personalization. Consumers are increasingly willing to give up their personal data in exchange for exceptional brand experiences. As brands look to incorporate voice search and artificial intelligence into their marketing strategies, there is also an increasing need for voice search analytics.
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.
The Consumer Electronics Show (CES) celebrated its 50th anniversary in Las Vegas, Nevada this year for another eventful show filled with would-be future technology. Yet, many attendees found the usual smartphone, camera and drone updates to be somewhat weak in comparison to previous years. In fact, these technologies have largely stepped aside to make room for a new kind mania – namely, anything revolving around artificial intelligence and and cognitive technologies.
As local SEOs continue to make predictions for changes to local search in 2017, a prevailing theme has been the idea of a single answer to search results as opposed to the traditional list of options. Recently, David Mihm predicted that the critical nature of appearing the first page of Google search results will shift to the need to on position one. Specifically, “if you’re not the first result on Google, you’re invisible.”
With the arrival of Microsoft’s Project Evo debuting to rival the likes of Google Home, Amazon Echo and IBM Watson last week, it is evident that 2017 will hold a continued focus on voice search and AI-powered technologies. Artificially intelligent personal assistants are increasingly being used to organize, answer and converse with consumers about anything and everything in their daily lives. The ways in which customers and brands will interact with and ground themselves in AI like never before, and here are some ways brands can keep up with the hype.
At the beginning of this week, Jennifer Slegg pointed out that Google seems to be testing a new card-style layout for search results. This new format pushes down the local 3-pack under four different AdWords ads and features a reel of the top three news stories before displaying the local 3-pack results and then organic listings. Google has always experimented with the SERPs, but throughout the past year, local has been an increasing focus for the search engine giant, and there are sure to be plenty more changes coming in 2017. Here are some ways we see Google SERPs changing in 2017, and a few tips on how to prepare.
With the release of Apple’s iOS 10, brands will find that the new operating system is increasingly focused on location through artificial intelligence and machine learning. Google announced back in May that upcoming products would center on voice search and personal assistants that predict a user’s daily needs and allow them to focus on more important things. The focus on growing Siri’s ability shows that Apple is similarly focused, while perhaps differing with a heavier concentration on mobility as it relates to the local user experience.