One of the highlights of autumn is seeing how merchants in small towns and suburbs rally around their local high school football teams.
News & Events
How many times have you heard the phrase “Uberization of healthcare” or “the Uber effect”? Uberization refers to healthcare systems providing services in a more on-demand, transparent fashion.
For brick-and-mortar businesses, proximity to the searcher’s location has become even more important as a ranking signal thanks to a Google algorithm update nicknamed Possum.
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.
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.
It’s ironic that for all the investment Google poured into the Google+ social network, one of the world’s most valuable brands spun out a business responsible for one of the most exciting social media phenomenon since the launch of Facebook: Niantic Labs, creators of Ingress and Pokemon Go.
Uber is implementing buttons on retailers, banks and restaurants’ mobile-optimized location pages that invite users to visit those locations by using its ride-sharing service, showcasing how it can deliver more customers to local businesses’ doors.
Managing your local listings is no longer just about controlling your brand. It is about creating customers by owning the next moment of search with location data.
More than a year has gone by since Google introduced the concept of micro-moments, which Google defines as times “when people reflexively turn to a device — increasingly a smartphone — to act on a need to learn something, do something, discover something, watch something, or buy something.”
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.