Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Automation: Localize. Humanize. Strategize.


Published on

There is a sweet spot between using automated tools and developing strong personalized relationships with consumers, and that spot rests within localization. At BIA/ Kelsey "Local Interactive media," Where2GetIt CEO Manish Patel discussed hybrid automation and how enterprise brands can effectively use it to market and monetize at scale.

  • Be the first to comment

  • Be the first to like this

Marketing Automation: Localize. Humanize. Strategize.

  1. 1. A Multi-Location Local Strategy Marketing Automation: Localize. Humanize. Strategize.
  2. 2. Agenda ► About W2GI ► Automation, Redefined ► Brand Challenges ► How to Win Locally: A Hybrid Strategy ► Pillars of Multi-Location Optimization ► Beyond Automation: Know your Brand Score
  3. 3. About Us ►17 Years in Business ►Serving more than 500 Brands ►4.5 million managed locations ►20 million analytics rows inserted daily Our Clients
  4. 4. The Power Behind W2GI’s Infrastructure
  5. 5. Where2GetIt Mantra
  6. 6. Automation: Redefined A Hybrid Solution
  7. 7. Myths of Automation ► “A One Size Fits All” • An outdated methodology that does not fit the local consumer • Generic customer Intel ► Local Marketing on Autopilot • Digital marketing should not be run by robots • Loss of authentic conversations ► Personalization • Chances are, with an completely ‘automated’ strategy your data has not been vetted for spam or checked for relevancy • Don’t be a victim of ‘automation’ Autopilot … NOOOO
  8. 8. Key Challenges ► Dynamic Location Data ► SEO • Link building • Content • Citations ► Unified Content Management • Scheduling • Events/Offers ► Reputation Management • Response – Personal vs Canned ► Competitive Benchmarking • Know local competition ► Analytics/ Engagement • Knowing consumers locally • Response time, rate and velocity • Lack of actionable analytics
  9. 9. A Hybrid Solution: A Holistic Approach to Automation ►Strategy(Local)+Humanize x Scalable Technology(Automation) = Local Brand Love Local Strategy Automation Local Brand Love
  10. 10. Redefining Automation ►Monetize • A proper automated local marketing strategy can impact your bottom line ►Localize • Do not get trapped into a program that does not first assess your local strategy and goals. • Can your brand message scale at the local level? • Do you know the performance of your local automation efforts? ► Humanize • Deriving brand ambassadors is about engagement through genuine conversations • Deliver a hyper-local experience
  11. 11. Why It Works ►There is a sweet spot between using automated tools and developing strong personalized relationships with consumers, and that spot rests within localization.
  12. 12. How to win Locally A Hybrid Automated Strategy
  13. 13. The 6 Pillars of Multi-Location Optimization
  14. 14. Data Quality: Multi-Channel Database Unification ► How is your data quality? • Take control of your location data ► Maintain complete, current & consistent data quality • Automate data cleansing • Automate listings updates • Automate reporting ► Manage Local Content • CMS-One dashboard, all locations • From locator to social messages ► Customize Digital Assets • UI, especially on mobile, has never been so important-deliver a local experience
  15. 15. Local SEO: Adding value to consumers ► Value add: You are what they want. Be findable. ► A holistic local approach • Links in all the right places - Landing Pages, Locators, Listings, Social, Reviews, Website, & Ads • Integrate digital assets ►Automated localized content updates across brand properties ► Deliver a geo-centric experience ►Impact: Location ranking and discovery
  16. 16. Proactive Engagement: Local-Social Listening ►Psychographic Data • Hyper-local consumer intel • Beyond who, but why they buy • Understanding the why, drives KPIs ►Listen and Take Action • Real-time response • Create genuine conversations with consumers with your direct response service team ►Drive Local Engagement  drive sales
  17. 17. Reviews: The Holy Grail ► The brand challenge • Review and Reputation management = challenge for brands • Brands typically want corporate control, a unified dashboard or at scale - This doesn’t exist on Google, Yahoo, Bing • To manage reviews, you have to click into each profile manually • Engines also don’t offer any aggregation or bulk review analytics ►Benefits include: • Understand your reputation • Improve your reputation • Competitive Benchmarking • Drive local sales
  18. 18. …. Automate This
  19. 19. Local vs. National Advertising ► Customers are increasingly looking online for local businesses. ► Local advertising is a great vehicle to generate brand awareness and drive local consumers into store locations. Targeted SearchLocalize Lower CPC Improve ROI
  20. 20. Competitive Benchmarking: Staying One Step Ahead ► Lead the Pack: • Monitor conversations and ratings • Actionable insights to jump ahead of top competitors • Monitor effectiveness with a competitive Brand Score benchmark ► Understand your competitive brand score at the Local level, across: • Data Quality • Search • Social • Engagement • Advertising
  21. 21. Beyond Automation Know your Brand Score
  22. 22. Brandify Platform
  23. 23. Discover and Analyze: A Signal or Noise? ► Understanding the difference between a social-local signal and noise • Gather relevant data - Your brand/consumers - Competitors - Industry Influencers
  24. 24. Strategize ►Benchmark your digital footprint • Including competitors ►Create Strategic Plan delivered by insights ► Local execution plan • Budget allocation • How and what to automate • When and where to humanize ►Monitor, Listen & Engage ►Rinse & repeat
  25. 25. Execute Locally, at Scale
  26. 26. Thank you 888.377.2767 5101 E. La Palma Ave, Suite 107 Anaheim, CA 92807 @where2getitFollow us on