2014 predictions on top local marketing business owners
LocalSEOGuide – Andrew Shotland
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Apple tatil satışlarıyla beraber yaklaşık %50
lokal aramaların Apple Maps default mapping üzerinden kullanılmaya başlandı.
-
SMB dijital ihtiyaçlarının tavan yapmasıyla beraber
bu konuda yeni start uplarla hızlı scaling sağlanacağını düşünüyor
-
Everybody & his brother will start
(re)selling local business data management
-
Local gaming will become a real thing
-
Foursquare will launch a set of features to
accelerates its growth
-
Google %60 arama querylerinin local istek
üzerinden geldiğini bildirdi
Locu – Rene Reinsberg CEO
-
SMBs innovation needs in software &
distribution
-
We will
see the beginning of a new wave of products on mobile first or even
mobile-only. it will help better manage their business & connect with
customers, creating new online marketing spend.
Telmetrics – Bill
Dinan CEO
-
Performance
metrics such as calls, map views & reservations will move ahead of
engagement on marketers priority ROI request list.
-
Advertisers
want to make optimization decisions based on actionable intelligence and that
requires agencies and local search providers going beyond engagement &
clicks to deliver performance metrics that indicate lead Quality &
Conversion
Speakeasy – Mike Orren CEO
-
Sustainablity
-
Loyalty
-
Concent marketing: the need for quality brand
content will only grow
-
Headsmack:
How Apple or Amazon have not translated their massive databases of single click
credit-card buyers into a business around JIT local deals
o It
may not happen in 2014 but it will happen somehow. When it does, the local
commerce game will change significantly
J.Accelerator – Lisa Skube director
-
Beyond startups and cool apps, I predict 2014
will see a significant emphasis on behavioral
economics.
o CRM
becomes as important as CMS
Signpost – Stuart Wall Ceo
-
Local
businesses will increasingly focus on managing their existing customer base
-
Cloud-based
tools provide more insights into customers
-
Businesses
will be able to personalize their marketing and focus on developing long-term
customer relationships
-
Automation
of marketing activities simplifies building customer relationships, enabling
the shift from an emphasis on new customers to existing ones.
Radius Intelligence – Darren Waddell VP marketing
-
Companies with large sales organizations will
reinvent their sales approaches to better target campaigns with new SMB data
sources.
-
Local
businesses will continue to adopt social as their key outreach mechanism with
an increased focus on getting loyal customers to interact & share their
experiences.
-
Undifferentiated
directory sites will continue to decline in popularity due to new Google
algorithm changes. To the point where the big consumer sites like Yelp will
have even more influence on shopping behavior.
-
Local business data providers will continue to
commoditize their information
Closely – Perry Evans Ceo
-
The tools for content and social media will
become front-ends for purchasing media.
-
Every
social channel is moving in the direction of “promoted posts”
(4sq,fbook,tw,googl+)
-
These signals a tectonic shift in how media
spend shifts into everyday digital marketing & it demands a rethink on how
we engage & interact with the SMB.
-
A mobile
first mindset & deeper focus on SMB experience will become mission
critical.
Pricing Engine – Jeremy Kagan Ceo
-
Native advertising will become saturated
-
İnfomercials
of the internet will be seen more as crass & commercial as the novelty
wears off.
-
Push Not. For offers and deals will blow up as
4square and so on …
UPlanMe – Sean Barkulis Ceo
-
Following
in the footsteps of GoDaddy’s recent acquisition of Locu &
ConstantContact’s acquisition of SinglePlatform,
o Large
scale tech companies that service small businesses will continue to acquire and
rollup niche hyperlocal and online marketing Technologies to provide a one-stop solution to service small
businesses online marketing needs.
Datasphere – Gary Cowan, SVP marketing
-
Hyperlocal
activity in general will move closer to the transaction
o Many
companies that are involved in adjacent spaces (e.g.:Retailmenot)
o Or
that have only tackled a narrow part of the hyperlocal opportunity
(e.g.:Groupon),
will begin to focus their efforts
more broadly on this space. This will mean greater investment, more visibility
and improved opportunities for interactions between local businesses and
consumers.
Placed – David Shim, Ceo
-
Indoor
Beacons Run into the same roadblocks as NFC, QR Codes
o Education,
implementation, maintenance & consumer adoption will be challenges of these
services growth… hampering adoption in
2014.
-
As dollars continue to shift into mobile in
2014, advertisers and agencies will
require independent 3rd party attribution for mobile advetising.
o This
shift will eliminate an inherent conflict of interest, where the media seller,
also determines if a campaign was or was not successful.
Thinkneaer – Eli Portnoy, GM
-
2013 was the year that mobile stopped being
about experimentation and started being about results. Huge investments in
mobile from majör brands on both the barnd and Publisher sides showed that
mobile was worth more attention.
-
Integration
location into core marketing strategy
-
Location
goes programmatic (IFthenDOthat)
Search Influence – Kelly Benish, VP sales & mkt
-
Many publishers will try to build their own digital
agencies and many will experience costly fails
-
The shift
is here and relevancy will need to be had in 2014
o For SEO, its going to be all about the
ability to produce relevant and high quality content at scale.
o For social it’s going to be all about engaging
content at scale and fan-building ads
o For paid search, the focus is going to
be around tracking the path to conversion not just about clicks or views.
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