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In a world of omnichannel search, a business’s social media spaces are places where consumers can find what brands have to offer at a local level. Consumers are using Facebook, Instagram, Pinterest, Snapchat, Twitter, and other social platforms to figure out where to go nearby to shop and play. (Google famously labeled these moments of exploration as micro-moments.
One of the highlights of autumn is seeing how merchants in small towns and suburbs rally around their local high school football teams. In the town where I grew up, Camdenton, Mo., the windows of local storefronts are festooned with the purple-and-gold colors of Camdenton High School, and similar scenes are played out across the United States.
The release of Apple iOS 10 is more than a software update. iOS 10 is a reminder of why brands need to adapt to the on-demand economy to succeed with location marketing. Apple has unleashed a slew of features with iOS 10, such as the ability to transcribe phone messages automatically. Three features in particular give businesses a glimpse at how the customer journey continues ...
As I discussed in a recent Street Fight column, attributes consist of descriptive data elements that set your business apart from your competitors, such as whether your business offers free parking. Attributes are variable (i.e. not all businesses offer free parking), and they provide specific context about a location that influences consumers to make decisions based on their need in the moment.
At a time when mobile “near me” searches are the new normal, your store locator is your shopping cart. And it’s probably one of the most overlooked opportunities to drive conversions. For businesses that operate multiple store fronts, store locators are critical revenue-generating assets. But too often, the locators are treated like a forgotten tool sitting on the shelf, coll ...
It’s hard to believe that there was ever a time when grabbing a coffee, filling the gas tank, renting a movie, going to the bank, and buying a gallon of milk required a full-day itinerary with five separate stops. We take for granted that we can accomplish all these tasks with one stop at retail superstores such as Target and Walmart.
Google continues to remind businesses that location data is the foundation of their brands. The question is whether your business is taking advantage of the opportunities Google is creating to use location data to build your brand. Two recent developments from Google, (the Version 3 API update and the launch of Google Assistant) along with an improved version of Apple’s Siri t ...
Our industry is obsessed with duplicate data when, in fact, the real problem businesses should worry about is publishing inconsistent data. It seems like every day I read a blog post, talk with an industry expert, or attend a conference, I experience a collective hand-wringing about businesses publishing duplicate listings.
Like most people I know, I assume different personas depending on where I am and what I am doing. When I’m out with my family watching a Cubs baseball game on a Saturday afternoon, I’m in “Family Mode.” But if I am hosting a client at a Cubs game on a Wednesday evening, I’m in “Professional Mode.” The advertisers that try to reach out to me when I’m in Professional Mode need ...
Meet the Data Amplifiers March 17, 2016 by Gib Olander Leave a Comment Filed Under: Commentary For months, the marketplace has been talking about micro-moments, which Google defines as instances when people use their mobile devices search for places to go and things to buy. During micro-moments, consumers not only search — they also purchase, either in the moment or shortl ...
I recently met with a client who challenged me with a great question: how can anyone stay on top of all the terminology that proliferates in location marketing? The client gave as an example the confusion that exists between the terms data syndication, listing management, presence management and location data management. I get the problem.
What are your hours of operation? I’m not so sure all businesses know the answer judging from what they publish online. On New Year’s Day, I had a problem that is pretty common during the holiday shopping season: I needed to return a gift my wife bought for me (a catcher’s mitt to warm up the Little League team I coach).