What’s in Your Wallet…err Phone

In the past few months I have been reading up on the mobile payments space and contemplating how it could radically change the local/mobile marketing world. The stakes are high and the list of players looking for a piece of the pie is growing daily. Google, Apple, Square, and PayPal are just a few companies […]

Your Car Now Makes Local – Mobile

The year was 2005 and I was working with a team on the first in-car Yellow Pages to help owners of vehicles with navigation systems find local businesses. Back in ’05 there were numerous technological and scale issues that needed to be addressed. For example, navigation systems or GPS devices were generally DVD or CD-ROM […]

4 Rules to Consider When Battling the Marketing Heavyweight, Wearables

As I sit here pondering the numerous topic choices for this month’s column, I returned to my April 7 article “Local Innovation – What’s the Next Big Thing?”. The three areas of innovation I focused on were: Wearables Multi-touch Attribution Visual Search Well, recent news seems to confirm at least one of my predictions. The […]

Voice Search – and You Thought “Auto Correct” Was Bad

Voice search has been around for a few years now. So I thought we should explore how voice search has iterated over the past couple of years and what it means to marketers targeting local. As background, Apple has “Siri,” Google has “Google Now,” and Microsoft now has “Cortana” as its voice search platform. Siri […]

Google Targets Local With Latest Algorithm Update

Last month we discussed Google’s move to integrate many of its local listing elements into “Google My Business” in my column: Google My Business – A Step Forward or Lipstick on a Pig? One month later, the single-location small business business platform seems to be working well. However, legacy accounts with multiple locations have not all […]

Google My Business – A Step Forward or Lipstick on a Pig?

A couple of weeks ago, Google announced their latest local marketing platform changes to help local business “get on Google”; they call it “Google My Business.” For businesses and brands that have used Google Places or Google+ Pages, you will see your listing(s) have been integrated across Google Search, Maps, and Google+. Note: Since most […]

PCs, Tablets, and Mobile Phones Each Play a Different Role in Local Search

According to the seventh annual 15miles/Neustar Localeze Local Search Usage Study conducted by comScore, the device that a consumer utilizes can often signal which usage mode that consumer is in when conducting a local search. Understanding this relationship can help marketers better align their content and messaging to leverage the specific purchase stage the customer is […]

Local Misdirection – Would You Give a Customer a Wrong Address?

The logical answer is of course “no.” However, in practice many large brands do this continually by allowing bad and incomplete data on their locations to exist on the numerous local search sites. A core reason this continues to happen is often due to structural issues within the brand’s marketing organization. It is not unusual […]

Local Innovation – What’s the Next Big Thing?

Chapter one of local was centered on business listings’ identity and ensuring that consumers seeking businesses could simply find them. Interestingly, this behavior is very similar to the early days of portal-based Internet search, where consumers used resources to “find” information, pricing, availability, etc. of items that they already knew about. This is fundamentally the […]

When Is a 4-Star Rating Better Than a 5-Star Rating?

The answer? “Almost always.” The reason is simple; consumers do not expect a business to be perfect. In fact, oftentimes consumers are skeptical of a business with one or two 5-star ratings versus a second merchant that has a well-developed amount of reviews (more than five) with varying scores. The key the consumer is looking […]

Facebook “Can’t Buy Me Love” – Now “Likes” on the Other Hand…

Three years ago in my article “SMB Social Analysis – Can Money Buy You Friends?,” I conducted a designed experiment to test the effectiveness of paying to expand a local businesses’ social community. I plopped down $197 for a promised 1,000 new Likes, which were supposed to materialize in 30 days. Well, let’s just say […]

Local Marketing Checklist

It has been a few years since I put together a recommended Integrated Local Marketing Checklist. In fact, the last one I published was SMB Must-Haves 2011. Ironically, many of the same issues are still important to both SMBs and national brands seeking to market locally. However, the way with which I look at integration […]

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