Consumers are flocking to on demand delivery, but at what cost to the retailer? Innovative Retail Technologies’ Editor in Chief, Erin Harris, caught up with Ari Kaufman, CEO of Placeable, for his insight on how on demand delivery is shaping consumer behavior and the steps retailers can take to leverage it. (read more)
Category Archives: Industry Trends
Is Location-Based Delivery Right for Your Business?
Check out this article from Innovative Retail Technologies:
Is Location-Based Delivery Right for Your Business? In today’s economy, there are two kinds of consumers making online purchases: one is driven by convenience, the other by economics. The convenience customer is looking to make a purchase right here, right now. When time is not of the essence, economics will persevere. Consumers who are driven by economics are looking for the best deal….
Placeable Webinar With AAA: How Targeted Local Marketing Drives Success
Placeable 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.
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.
Accepting the BIAKelsey GOLOCAL Award
This past week, at The BIAKelsey Leading in Local conference in Atlanta, Kelsey distributed its new GOLOCAL awards in three categories – Sales/ Revenue, Innovation and Strategic use of digital marketing. Nearly forty entrants were considered for these three categories and three finalists in each category were brought to Atlanta for the announcement of the winners.
Placeable was a finalist in the Strategic use of digital marketing for the successful partnership with AAA Carolinas. Heather Mcbrien of AAA Carolinas and I represented the team and I presented an overview of what we had accomplished together to the audience, which included empowering AAA Carolinas to emerge as a fierce competitor in their local markets across all three of their primary business units (car care, travel and insurance). These results included:
- Indexing some 1200 authoritative local landing pages for 230 locations
- Generating 800% increase in organic traffic
- Producing 35K new visitors per month
- 25% conversion rate on all unique visits to phone calls, registrations and appointments
Included in Heather’s description of some of the softer benefits that have been generated by our campaigns together was that of the decrease in the number of tire kickers that have been generated. Specifically, Heather described that the quality of leads generated are now far more qualified and in active transaction mode as opposed to window-shopping. Continue reading
Local Retailers Win When They Optimize for Local Search
A 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?
5 Leading Indicators of the Future of Local Search
The local search market is changing. On the buy-side, enterprise advertisers are starting to assert their control, demonstrating that they can leverage large footprints to compete in local with clean distributed data, and accurate claimed citations. Consumers, meanwhile, increasingly want to use their mobile devices for more activities than navigational search, expecting to be able to buy and not only find goods and services nearby. Read more at: StreetFight Magazine
Unlock the power of location data (part III – sample case study)
In August of this year, LocationInsight rebranded as Placeable to strategically align the mission of the company with driving enterprise advertisers to become placeable. Following suit, we have released several case studies that demonstrate the results that enterprise advertisers have experienced after becoming placeable.
The second case study is a global credit card and ATM company with a challenge of providing accurate location data to the ecosystem when they have hundreds of thousands of ATM locations around the world. Continue reading
What’s happened to Local Search? Where did we go wrong?
Local is mainstream. You’re no longer cutting edge or ahead of the curve when you use buzz words like “local search”, “hyper-local” or even the super cool acronym, “SoLoMo” (which seems like more of an emerging neighborhood than a search term to me). Look at the agendas for upcoming trade show conferences such as SMX, where entire days are structured around local
25% of every search on Google is a local query and that number jumps to nearly 45% when you combine mobile with desktop. 56% of mobile usage is search, and half of all mobile-search is local.
Digital media has become consumed with local. Especially search. Not just for SMB, but for national brands. Having multiple locations and information about each of those locations are recognized assets across the industry. Continue reading
Is the Social Graph larger than life or just larger than Google?
What does Facebook’s social graph really mean? Single sign-on through a Facebook login, anywhere you go online, means simple access for the user and access to likeminded associated content with networked friends. It means no longer having to keep track of multiple usernames and passwords but rather having a single login that is web-wide. It means having a single web-wallet for processing transactions. For the user it is all about simplifying the web. Whew – it’s about time. Continue reading
Google Dumps Yahoo – Finally
Google has finally recognized that this deal was never going to come true. And the opportunity-line for Yahoo has been severed. A Microsoft offer is not going to be at a premium, it’s going to be a lifeline. Ultimately, two companies that have a proven history of being horrible at integrating acquisitions should not merge. Yahoo and AOL coming together would represent the largest distraction in the industry, giving Google more time and opportunity to grow even faster and more furiously than before. Over the next 6 months, Yahoo and AOL will lose more market share to Google while they figure things out. What alternatives exist? Would IAC and ASK.com consider selling its ASL network to Microsoft? What if Microsoft and Yahoo don’t do a deal ever? What if Microsoft simply approaches Yahoo with the same deal that Google approached them with. Just run Microsoft ads on Yahoo. Now there’s an alliance only purgatory could create!
Continue reading
Yahoo-Microsoft Deal Inevitable?
Is the Yahoo-Microsoft Deal Inevitable? Ballmer said a deal between Microsoft and Yahoo! Inc. may still make economic sense for shareholders of both companies. No need to review the already well-known history of this story. Why is Microsoft waiting? First, there is the Yahoo-AOL deal. Second, is the DOJ investigation into the Google-Yahoo advertising deal. Is this the end of an era? “Do you Yahoo?” has been replaced with “Google-it.” The DOJ has conducted literally tons of interviews these conversations have undoubtedly gone deeper than just the deal. Finally, the DOJ has a solid understanding about why Google has a monopolistic path. Continue reading