Placeable Webinar With AAA: How Targeted Local Marketing Drives Success

10Placeable CEO and AAA Carolinas Head of Digital Marketing Discuss How National Brands Can Boost Marketing Success

Placeable and AAA Carolinas are joining together for a webinar about the impact of local marketing on the success of national brands. It will provide a firsthand look at how AAA Carolinas implemented a local digital marketing strategy that drove an 816% year-over-year increase in organic web visits—and a 2,344% increase in mobile traffic.

The webinar will feature Placeable CEO, Ari Kaufman, and Head of Digital Marketing at AAA Carolinas, Heather McBrien, who will look at how Placeable’s proven local digital strategies benefited the AAA club. The successfully executed program not only increased web traffic, but also improved the quality of those visits—translating into greater revenue for AAA’s insurance, travel and automotive business lines.

What: “Act Like a Local: How AAA Carolinas and Placeable Teamed Up For Local Success” Webinar

Who: Placeable and AAA Carolinas

When: Tuesday, August 26 at 1:00 p.m. EDT

Where: Register here

“Local marketing has a tremendous impact, but many brands are still struggling to create and implement an effective strategy,” said Ari Kaufman, CEO, Placeable. “We are excited to demonstrate how national brands can become locally competitive with the right partners, tools and strategy.”

For more information or to register, click here.

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Act Like a Local – Enterprise Advertiser Wins

Your investments in branding and national advertising will only be impactful if customers can consistently find you online and at your doorstep.  Too often brand campaigns result in missed opportunities, frustrated customers and lost trust in the brand because of bad location data and missing information.  To compete successfully in local markets—and to avoid wasting marketing resources—national advertisers must adapt their digital marketing strategies to better align with consumer search behaviors, emerging geo-location technologies and competitive imperatives.

While consumers do seek opinions on brands from friends, family or reviews, when they want a specific product, page or brand web site they use natural search.  In fact, according to Forester Research, more than half of all consumers use natural search when they are looking for a product, service or brand.

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Local Retailers Win When They Optimize for Local Search

modifiedA related article entitled “Local Search Marketing, Accuracy Trumps Distribution” may be viewed on CMO.com

Retail success has long been largely dependent on physical location. Selecting commercial space requires consideration of many factors including demographics, socio-economics, competitive proximity, traffic patterns and more.  Multi-location retailers apply a great deal of strategy when opening a store.  Mall retailers will swap locations when premium space becomes available so that they are more visible to consumers passing by.

Today, however, location means more than capturing the passer-by.  Location also means being found by the digital searcher.  70% of consumers research local products and services on a desktop and then use their mobile device to get where they want to go.  A consumer that has decided to visit your store is in buy-mode.  Will they find you?  Did you take steps to ensure that a consumer would know that you changed locations in the mall?  Will your store be located where the “X” marked the spot?  Is the premium location really premium if a consumer shows up at the doorstep of another business instead of yours?  How much revenue will you miss out on?

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Apply Direct Mail Knowledge to Online, and Then Do it


Dave Wilson, president of Wilson Relationship Marketing Services wrote in iMediaconnection today bout extending offline direct mail practices to the online world.  His incite about the established world of customer segmentation and modeling in the offline world stimulates the mind about the possibilities online but then he only scratches the surface with regard to what’s out there.


 


Dave says that unlike offline, “…in the online world marketing activities are geared towards “pulling” prospects from an audience of identified potential customers. To understand and identify the right targets, marketers need to know the key attributes of prospects and customers online just like in the offline world. As a result, customer segmentation becomes imperative online, whether the media channel is search engine marketing (SEM), banner ads on portals or email campaigns.”


 


So media selection is a key component of segmentation.  That is common practice today.  Vertical sites, networks and search are all widely accepted.  Dave talks about subject-matter verticals like news or entertainment-rich content sites being capable of delivering a specific demographic while specific networks may be capable of delivering another demographic type.  Search engines can deliver keyword targets and some even go so far as provide vertical search on a site-by-site basis.  LookSmart is a vertical search engine provider for example.  This is all good when you are looking to drive traffic which, of course, is a huge component of online advertising.  But with online marketing – like offline direct marketing – there is more.


 


The web is the newest greatest one-to-one communication mechanism of our time right?  The greatest thing since the TV, only now you can communicate and not just broadcast.  So segmenting an audience is about generating a response.  Segmenting prospects is about generating customers.  Segmenting customers is about driving repeat business.  Direct marketing covers both.  Not just one.  When we examine the direct to consumer communication capabilities of online marketing we have to go beyond the geo-targeting, day-part targeting and demographic preferences of a site, search engine or email list.  We have to also look at behavioral targeting.  We have to look at psychographic segmentation.  We have to look at cross-channel customer knowledge and segmentation data.


 


Okay-okay.  Where is the lunatic going?  First of all behavioral targeting.  My good friends at TACODA and Advertising.com offer healthy targeting capabilities based on event-based behaviors.  Pixel your advertisers’ sites and you can target users across their networks based on people who have been on your site in the past.  Or, can you do it better?  Yup – but that way works well if you are targeting their network.  You can use an ad server to pixel your web pages and target users web-wide, including users across a network who have conducted specific events on your advertisers’ sites.  So if they have seen a product page in the past and then you encounter them on the web, you can target them with specific ads.  Better prospecting.  The network model works great is you are primarily advertising on the network.  The ad server model works better if you are casting a wider net across the internet.  Check out DoubleClick’s Boomerang or TruEffect’s DirectServe for basic behavioral target prospecting.


 


Now, direct marketing is also about going after existing customers too.  Catalogers don’t just go after prospects, they hit the hell out of existing shoppers.  And so should you.  Creating customer segments of your online customers is vital.  Remember I said cross-channel segmentation?  If your business has an offline component and an online component like – say Target or LL Bean – then you should be marrying your offline and online data.  The deeper your customer database the more you can segment your customers for online direct marketing.


 


Online direct marketing should be conducted in two places simultaneously, site-side and web-wide.  Site-side is customer targeting while they are on your web site.  Using first-party cookies in conjunction with user logins is paramount.  Know your customers and leverage that information to guide them through to buy-buy-buy.  Okay, maybe not that aggressive, but your content management system should be geared towards displaying optimized products based on the segment membership buckets you have placed them.  Categorized behavior and predictive modeling should enable you to increase the likelihood to buy and to increase the amount per purchase per visit.  Once someone logs-on you can access their account and user personally identifiable information.  Prior to logging on you can use first party cookies and anonymous profile data.  Both are very powerful.


 


And here it is, my little plug.  Web-wide direct marketing to existing customers may be accomplished through customer re-targeting through your online advertising campaigns.  If you are advertising online, and you frequently advertise on the same sites because you perform well on those publisher sites you have to know that your customers frequent those sites too.  That means that you are paying to re-prospect your existing customers.  What % of your advertising audience is comprised of existing audience.  How many impressions are you wasting on people who already shop with you?  Would your dollars be better utilized direct marketing to existing customers on those sites while you simultaneously prospect-message to non-customers?  Then read anyone of my many posts that talk about DirectServe and first party ad serving.  Because that technology will tie it altogether for you.


 


One last tid-bit.  TruEffect offers something called TruTags™.  Neat little patent-protected item they threw out for 2007.  It is a site tag that you put on advertiser web pages that will simultaneously fire other tags.  So you only need to tag your advertiser’s web pages one time and you can add as many other tags as you need to the TruTag™ repository.  Its really nice for those advertisers who are difficult when it comes time to adding tags to their web pages for additional tracking mechanisms.  You simply TruTag™ their site and then as an agency you control the addition of extra tracking tags.  So you can use behavioral targeting of other providers and things like that without having to re-tag.  Nice.


 


Reactionary with Insight.

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