We’re live from #LSA15 this week! With the release of Google’s Mobile Algorithm finally being rolled out, we’ve taken note of some key trends and tactics worth sharing to marketers. If you’re looking to enhance your efforts of in attracting, targeting and servicing mobile-minded customers, keep reading!
Winning The Last Mile
Greg Sterling (@gsterling) said it best when he highlighted the fact that in digital marketing, there are new ways to target and approach consumers every day. We work to identify the struggles that brands have and hone in on creative ways to solve them. While it is an effective method, it’s not all about geo-targeting advertising to get the attention of consumers. In “Winning The Last Mile,” Todd Juneau of Mindstream Interactive, David shim of Placed and Loren Hillberg of Thinknear gave some examples of their efforts to bring about new, innovative and experimental approaches to harnessing their data to target media in the local direction. Tactics discussed ranged from:
Programmatic media solutions in a real-time bidding environment
Video Targeting (Youtube)
Contextual, behavior, demographic, and third party targeting capabilities
Household extension IP targeting
Cross-channel media delivery
Moving past using only lat/long and adding real-time consumer habits into the mix of
Mistakes Made, Lessons Learned
As marketers, measuring and learning from successes and failures is all part of the job. In this culture of “fast fails”, panelists discussed the challenges they have faced in evaluating the capabilities of their platforms, attaining clean and centralized data to push marketing efforts forward, and servicing clients and customers in the most efficient way possible.
It’s not all about click through rates and PPC anymore. The trends of social and content marketing have arrived and according to panelists, are undoubtedly here to stay. Both brands and their platform providers need to assess their needs and capabilities in both areas to in order to implement them. These will work to facilitate customer relationship management while providing a sense of transparency to digital searchers. Brands need to be on the lookout for new measurement technologies and stay flexible to the trends of user-friendly media. If your brand is able forge a strong sense of local engagement, it will bridge the gap between online to offline.
How Mobile Commerce Will Change Local
In this discussion, industry experts Charles Dyer of Pingup, David Galvan of Mastercard, and Evan Ginsburg of Square, weighed in on user experience, loyalty and difficulty service-providers face when enabling merchants to connect with consumers. From a seller or platform perspective , it can be very cumbersome to set up these tools mobile payments when these three questions are in limbo:
How do we make it easier for our merchants (brands) to connect with consumers?
Will merchants be flexible to customers who are early adopters of technology as well as others who use legacy products.
How can we enable merchants to accept these types of payments as simply as possible?
Panelists agreed that with services like Apple Pay and Square, there is also an impact on loyalty and repeat usage. For those consumers who consider themselves to be early adoptive, they want, like, and to a certain extent demand them.
In reference to online to offline attribution and ROI, customers can be segmented with the vast amount of information found in consumer data. These services are able to help small, micro and medium sized merchants unlock all the potential of their marketing with Big Data as a result of mobile actions.
The Evolution Of A Brand
Allison Checchi (@allisonchecchi) and Alex Kaminsky of YP closed off the day’s sessions by explaining brand messaging, strategy and the importance of connecting with national advertisers, small business advertisers and consumers. Having established their presence as a consumer brand, YP is now moving into highlighting how it supports on the B2B side through their newest campaign.
“Branding is not a playbook, not a formula and not linear.” said Kaminsky on the journey to create what resonates internally and externally and transformation inside out. It’s important for everyone in the company, in this day and age of social media, to galvanize the entire company around who and what the new brand is.
With all of today's great insights from LSA, we're excited to have our CEO Manish Patel speak during the Local Make or Break session tomorrow. If you're not at LSA, make sure to stream it on Periscope live and make sure to check back on the blog for real time updates!