For the next week, we are putting a big focus on thinking about the Retail Industry given our Retail 150 Local Marketing Report Card research. When watching 60 Minutes, you might think that in a couple of years most retail sales would all occur online and be delivered by airborne drone. Instead, the industry data paints a much different picture.
As a follow up to our post on why only 2% of local businesses think pay-per-click advertising is effective, we started getting asked why are people paying so much for it? We were asked a lot! With costs per click continuing to go up, why spend money on advertising vs the marketing channels that were orders of magnitude more successful? We are examining this a bit in our upcoming white paper on The Top Digital Marketing Opportunities for 2014, coming out in December.
We love marketing infographics at LocalVox, especially when they say good things about us. This infographic from the Social Media Strategies Summit 2013 that was published in Social Media Today breaks down the top 25 social media tools by functional category. We are very pleased to be included under “Social Conversation” – and isn’t that really the heart of social media marketing?
Google is new to the review game with the launch of Google+Local in May 2012 (see all Google Maps Updates and History), whereas industry leader Yelp has been focusing on reviews since October of 2004. As a result, traditionally local businesses have been focusing on their Yelp reviews, but they should start transitioning to focus on Google+Local. Here’s why Google is going to win in the long term (my 2 year prediction).
A vacation is a great chance to catch up on all that reading that you have been meaning to do. For many that’s fiction, poetry or political commentary, but whether it is an indictment of my workaholic nature or not, I am on a beach reading about local marketing and a great piece by Google called the Zero Moment of Truth. It’s wonderful white paper that talks about the influence of your online brand to every traditional touch point in the marketing models of the past 20 years.
We say this over an over again, but mobile is inherently local. It’s a link to information as you move around your day. For just 10 Euros, I know had access to every train, every bus, every schedule and optimal routes to get everywhere just by putting a destination into Google Maps. What once was daunting, became simple. Uncertainty of not knowing a new place faded away. With GPS, we could always confirm we were going in the right direction. With Google+Local listings, we knew what hours stores, museums and restaurants were open. Google+Local saved us twice from going to a place that had since been closed (from our online research of things to do). All of that information in my pocket.