For the past few days, there has been a lot of interest in the news of Yext's filing to go public. Industry insiders have pored over the pages of the S-1 filing, looking for clues as to what it means for the industry we call “local.”
Google and many other big platforms are at a time when they are faced with deceiving information inundating the online world. It presents a question, that if everyone believes something, should that be accepted as the rule? Google’s algorithm with its 200+ ranking factors, are designed to provide the most accurate and logical information. Google has been trying to provide the “one true, single answer” when it comes to what is shown in the SERP, or search engine results page.
As an enterprise marketer, chances are that the Millennials generation is a hot topic in your workplace right now. There are almost 85 million Millennials in the U.S., making up more than a quarter of the entire population. With the strong influence they have over older generations, as well as their annual spending power, which exceeds just over $200 billion, Millennials should be a focus for any brand looking to maximize revenue and brand engagement for the long-term.
Facebook has always been a critical component of maintaining a strong online presence and engaging with users on their preferred platforms. Facebook locations enable enterprise brands to claim local profiles for each store location, while preserving a holistic brand image through a corporate account. Yet, an often overlooked and underutilized aspect of Facebook for local marketing is the critical audience insights that Facebook provides. With nearly 2 billion active users every month, brands cannot afford to overlook Facebook insights when forming a comprehensive marketing strategy. With this in mind, here are the some of the most important Facebook insights for local marketing.
Today, most businesses receive an average of 24 calls per month from marketers trying to sell them something. With such a massive number of solicitations, it can be difficult to trust anyone who approaches your brand. So, how can your business tell the difference between valuable services and spam?
Google recently lowered its review threshold to a minimum of one-to-three reviews in order for brands to appear within the Local 3-Pack. Previously, local businesses were expected to have a minimum of five reviews in order to appear within the Local Pack, but evidence from Mike Blumenthal and Barry Schwartz suggests as little as one review will now be enough for brands to rank in the Local Pack. This can be both a good or bad thing for different store locations, depending on the quality of the reviews they currently have.
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”).
There are many different ways in which cognitive technology will influence 2017, but chatbots are gaining special attention due to the fact that they allow marketers to dynamically personalize responses based on a user's intent and interests. This enables deeper brand engagement and valuable data points through which brands can understand their audiences.
As voice search and artificially intelligent machines take over in 2017, the need for data syndication becomes increasingly prominent. Brands use data to gather key insights about consumer behavior and customers depend on accurate data in order to find local businesses and access information about products or services they need. As marketers look for innovative ways to implement the newest technologies to engage their consumers, local data is a fundamental aspect of optimizing for voice search and the Internet of Things.
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.