Support my upcoming presentation: The Battle Of Google V. Amazon

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The Battle Of Google V. Amazon

Proposed by Ari Kaufman

As Google Chairman, and former CEO, Eric Schmidt recently explained, “Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon. People don’t think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon.” (Business Insider, October 2014)

Over the last year, Google has introduced a series of pieces to its proverbial puzzle, perhaps even its master plan. Google will soon evolve from a search engine, into a monetization platform for online and in-home commerce. Most of all, Google will disintermediate retailers and brands both online and in the physical world.

A gigantic puzzle piece is Google Express, with which the goliath company transitions from the virtual world to the physical world, and walks directly into your home. Google Express offers consumers the opportunity to shop online and receive same-day delivery.

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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.

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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Accepting the BIAKelsey GOLOCAL Award

go-local-logo-agendaThis 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 CarolinasHeather 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

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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5 Leading Indicators of the Future of Local Search

logo041211The 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 IV – sample case study)

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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 third case study example is a global financial transaction company with an inadequate conversion rate of online to offline customers at the location. With more than a half-million locations, this was a significant problem. Continue reading

Unlock the power of location data (part II – sample case study)

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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.

A national consumer insurance company client had a huge problem with citation conflict and low search engine confidence. They were experiencing poor ranking for all of their locations. Continue reading

Unlock the power of location data (part I)

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Location information has the potential to be a powerful strategic asset for digital marketers. Especially for enterprise advertisers with many locations that are trying to compete on the local level.

Web maps, web site store locators and mobile results are strong drivers of consumers to a business location. Accurate location information is obviously essential to the effectiveness of these drivers. Social networks, directories and search engines (i.e., SEO) are also very valuable delivery agents of consumers. Establishing data continuity and maintaining consistency of location information across these channels can make all the difference between a strong consumer brand experience and a sour one. Continue reading

What’s happened to Local Search? Where did we go wrong?

UntitledLocal 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

Apple and Locationary: The Importance of Location Data

Apple’s acquisition of Locationary is another signal in the rapidly evolving ecosystem around location data.

Maps and location have moved from being a specialized utility to center stage in the multi-billion dollar world of search. The data quality struggles Apple faced when it replaced Google Maps on the iPhone with its own map application were just one high-profile example of the challenges and hard work underway in making the entire location marketing ecosystem work. Continue reading

Directory Listings Anyone?

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While reading the ClickZ article: Yahoo Launches Listing Management Tool for Small Business, I couldn’t help but chuckle at the fact that the article, which is about Yahoo’s new Localworks program, was on a page that was displaying a banner for Neustar (Localeze) while Localworks is powered by Yext.

This trifecta is a perfect representation of what has happened in local search over the last twelve months.  Directories anyone? Continue reading