As a franchise owner, product manufacturer or national brand leader, you know how critical it is that you enable your affiliates to effectively and efficiently generate demand at the local level. This white paper will help you equip your local affiliates with the tools they need to be successful.
This webinar will explain and explore the different ways that location based advertising can be measured to show both the digital and real-world impact of location-based mobile advertising. Areas discussed will include definitions of the different types of mobile measurement and metrics available today including the type of measurement that should be used by advertising goal.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Heather Sears, Vice President, Marketing, YP
Brett Kohn, Head of Marketing, Thinknear
This webinar will explain and explore the different ways that location based advertising can be measured to show both the digital and real-world impact of location-based mobile advertising. Areas discussed will include definitions of the different types of mobile measurement and metrics available today including the type of measurement that should be used by advertising goal.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Heather Sears, Vice President, Marketing, YP
Brett Kohn, Head of Marketing, Thinknear
Far more than simply ecommerce, the digital channel is the growth engine to drive new markets, test merchandise quickly and cost effectively, acquire new customers, retain existing customers and tap them along with brand fans to propagate messages, content and influence purchases across all channels. In this session, you’ll learn why the digital channel is a growth engine for your business and how to realize its full potential. This session will delve into digital, its benefits and opportunities, and examine how the consumer purchase decision is forever altered by the new digital consumer.
Perform Media - 2017 Sponsor Spotlight PresentationMediaPost
Search and Performance Insider Summit, Deer Valley, UT, Dec. 12, 2019 - 10:30 AM: Perform Media Spotlight PresentationPerform Media Search: driving performance with direct access, transparency, and unique optimization controls.Presenter: LeoPolanowski, CEO,Perform MediaLeo holds a degree in Biomedical Engineering from Harvard University and has over 18 years of sales, product and executive management experience with leading media & financial services companies. Most recently, he led the Revenue Organization for the Americas at Yahoo prior to starting Perform Media 2 years ago.We started Perform Media to bring a set of truly unique opportunities in digital marketing to our clients. Through exclusive supply and technology partnerships with industry leaders like Media.net, our clients buy more directly, with greater transparency, and increased control across one of the largest top quality publisher ecosystems in the world. Search continues to be the most effective ROI vehicle in digital marketing. Through our Media.net relationship, we have direct access to the 3rd largest search marketplace in the US, with over 85% reach and 10B monthly impressions. Working through Perform Media is the only way to tap into this incredible performance supply directly with full control and transparency on an industry leading platform.
The State of Digital Advertising for PublishersMixpo
What keeps America's top publishers up at night? While it is a difficult time for digital publishers, it is also filled with opportunity.
View a summary of Mixpo's latest report to access key insights on the state of digital advertising and learn how publishers need to position themselves for successful future.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
mobile marketing:
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
The next 5 years will hold more change for the advertising industry than the previous 50 did.
The information for this post is from an IBM global surveys of more than 2,400 consumers and 80 advertising experts … the report is titled, The end of advertising as we know it.”
Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.
Based on IBM global surveys there are four change drivers shifting control within the ad industry:
Attention — Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.
Creativity — Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.
Measurement — Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.
Advertising inventories — Will be bought and sold through efficient exchanges, bypassing traditional intermediaries.
There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
Keep in mind … this change will also will also impact ad agency new business practices.
Building a Business Case for Localized Marketing AutomationGleanster Research
Join Gleanster Principal Analyst for a look at building a business case for localized marketing automation. You'll learn how to frame the challenges internally, how LMA technology can help facilitate cost savings and sales lift, and most importantly - how to justify the investment with tangible numbers.
Michiels references an ROI model built by Gleanster that allows marketers to calculate the benefits of localized marketing using internal numbers.
Building a Business Case for Localized Marketing AutomationIan Michiels
Join Gleanster Principal Analyst for a look at building a business case for localized marketing automation. You'll learn how to frame the challenges internally, how LMA technology can help facilitate cost savings and sales lift, and most importantly - how to justify the investment with tangible numbers.
Michiels references an ROI model built by Gleanster that allows marketers to calculate the benefits of localized marketing using internal numbers.
No Conversion Left Behind: Why National Brands are Shifting Dollars to LocalBalihoo, Inc.
It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.
It almost seems counter-intuitive for a brand to grow from a small idea to a powerful enterprise only to focus in on smaller customer bases in their marketing. But hyper-targeted advertising is becoming more prevalent among big and small brands alike. Why? Consumers have come to expect a personalized marketing experience.
Discoverability: The National Marketer's Guide to Getting Found LocallyBalihoo, Inc.
What is Discoverability? Are my competitors already doing it? According to TechTarget, Discoverability Marketing is the practice of making it easier for customers or potential customers to find products when they are actively looking for them or have demonstrated a need for them. Essentially, it’s finding the sweet spot: Marketing the right message to the right person AT THE RIGHT TIME.
Far more than simply ecommerce, the digital channel is the growth engine to drive new markets, test merchandise quickly and cost effectively, acquire new customers, retain existing customers and tap them along with brand fans to propagate messages, content and influence purchases across all channels. In this session, you’ll learn why the digital channel is a growth engine for your business and how to realize its full potential. This session will delve into digital, its benefits and opportunities, and examine how the consumer purchase decision is forever altered by the new digital consumer.
Perform Media - 2017 Sponsor Spotlight PresentationMediaPost
Search and Performance Insider Summit, Deer Valley, UT, Dec. 12, 2019 - 10:30 AM: Perform Media Spotlight PresentationPerform Media Search: driving performance with direct access, transparency, and unique optimization controls.Presenter: LeoPolanowski, CEO,Perform MediaLeo holds a degree in Biomedical Engineering from Harvard University and has over 18 years of sales, product and executive management experience with leading media & financial services companies. Most recently, he led the Revenue Organization for the Americas at Yahoo prior to starting Perform Media 2 years ago.We started Perform Media to bring a set of truly unique opportunities in digital marketing to our clients. Through exclusive supply and technology partnerships with industry leaders like Media.net, our clients buy more directly, with greater transparency, and increased control across one of the largest top quality publisher ecosystems in the world. Search continues to be the most effective ROI vehicle in digital marketing. Through our Media.net relationship, we have direct access to the 3rd largest search marketplace in the US, with over 85% reach and 10B monthly impressions. Working through Perform Media is the only way to tap into this incredible performance supply directly with full control and transparency on an industry leading platform.
The State of Digital Advertising for PublishersMixpo
What keeps America's top publishers up at night? While it is a difficult time for digital publishers, it is also filled with opportunity.
View a summary of Mixpo's latest report to access key insights on the state of digital advertising and learn how publishers need to position themselves for successful future.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
mobile marketing:
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained
Leveraging Location Data to Build Consumer ProfilesPrecisely
Location can tell you much more than where somebody is. Analyzing a person’s location also delivers insights into who they are, what they like, and how they spend their time and money. Unlocking that level of detail requires accurate geographic data – and lots of it.
View this on-demand webinar as we discuss and demonstrate how points of interest (POIs) and mobile trace data can be combined to generate actionable insights for B2C marketers and ad agencies.
You will learn how to:
• Leverage location data and POIs to build consumer profiles, create audience segments, and inform ad deployment
• Use mobile trace data and POIs to measure how many consumers were exposed to a specific ad and then subsequently visited to the associated POI
• Analyze location history to build brand affinity and propensity profiles
The next 5 years will hold more change for the advertising industry than the previous 50 did.
The information for this post is from an IBM global surveys of more than 2,400 consumers and 80 advertising experts … the report is titled, The end of advertising as we know it.”
Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.
Based on IBM global surveys there are four change drivers shifting control within the ad industry:
Attention — Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.
Creativity — Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.
Measurement — Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.
Advertising inventories — Will be bought and sold through efficient exchanges, bypassing traditional intermediaries.
There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
Keep in mind … this change will also will also impact ad agency new business practices.
Building a Business Case for Localized Marketing AutomationGleanster Research
Join Gleanster Principal Analyst for a look at building a business case for localized marketing automation. You'll learn how to frame the challenges internally, how LMA technology can help facilitate cost savings and sales lift, and most importantly - how to justify the investment with tangible numbers.
Michiels references an ROI model built by Gleanster that allows marketers to calculate the benefits of localized marketing using internal numbers.
Building a Business Case for Localized Marketing AutomationIan Michiels
Join Gleanster Principal Analyst for a look at building a business case for localized marketing automation. You'll learn how to frame the challenges internally, how LMA technology can help facilitate cost savings and sales lift, and most importantly - how to justify the investment with tangible numbers.
Michiels references an ROI model built by Gleanster that allows marketers to calculate the benefits of localized marketing using internal numbers.
No Conversion Left Behind: Why National Brands are Shifting Dollars to LocalBalihoo, Inc.
It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.
It almost seems counter-intuitive for a brand to grow from a small idea to a powerful enterprise only to focus in on smaller customer bases in their marketing. But hyper-targeted advertising is becoming more prevalent among big and small brands alike. Why? Consumers have come to expect a personalized marketing experience.
Discoverability: The National Marketer's Guide to Getting Found LocallyBalihoo, Inc.
What is Discoverability? Are my competitors already doing it? According to TechTarget, Discoverability Marketing is the practice of making it easier for customers or potential customers to find products when they are actively looking for them or have demonstrated a need for them. Essentially, it’s finding the sweet spot: Marketing the right message to the right person AT THE RIGHT TIME.
Balihoo Report How Leading Manufacturing Brands are Using Local-Digital to P...Balihoo, Inc.
Manufacturing brands that rely on a network of distributors and dealers to sell their products can struggle with digital marketing. Often, they find themselves questioning their level of involvement in marketing to the end consumer, wrestling with the outcomes of co-op programs, and encountering conflict when examining the strategies and brand representation employed by their dealers.
What You'll Learn from this Research
Why consumer behavior remains locally bound, even for manufacturing brands
What digital mediums provide the best opportunity for shared success
How two leading companies used local-digital to boost lead generation for their dealer networks
The purpose of this whitepaper is to enable businesses to automate their marketing efforts. With the landscape constantly evolving, it has become critical to place operations in auto-pilot mode to streamline a variety of functions, enabling teams to laser-focus their efforts on driving revenues.
The Problem with Local Paid Search [Marketing Infographic]Balihoo, Inc.
Local Paid Search is the art of building pay per click (PPC) campaigns focused on local conversion through retail stores, agents, or distributors, and is a popular strategy among top brands that rely on local foot and phone traffic. However, as a national brand, building and optimizing PPC campaigns for each of your individual locations as if it were your ONLY location is often unattainable in practice, stretching your marketing team to overload, or requiring an abundant amount of paid agency time.
So what are national brands to do?
Smart brands are increasingly turning to automation technology.
And here's why...
5 Tips for Making the Most of Local WebsitesBalihoo, Inc.
Local websites serve as the centralized landing pages through which all of the other local marketing tactics can be driven, tracked and measured. But, how do you get the most from your investment in local websites?
In this paper you will learn tips for making sure local websites perform and deliver the following benefits:
-Be found at the local search level
-Ensure search engines direct customers to the right place: YOUR brand or affiliate pages
-Deliver relevant content at the local level that is consistent with national campaigns
-Provide aggregated metrics for local marketing investments
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
Local Search Association President Neg Norton's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Local Marketing Self-Assessment for National BrandsBalihoo, Inc.
Before reviewing local marketing automation platform vendors, make sure you’re clear about why you’re looking for a local marketing automation solution. Here is a self-assessment to guide you. It will help you figure out where you are—and where you want to go.
New CMO Technologist - How technology is changing the role of the marketing e...Dustin Ritter
It’s projected that Marketing departments will outspend IT divisions within enterprise organizations by 2015. This session will review how marketing executives are adapting to new technologies that eliminate manual processes, provide a comprehensive understanding of campaign effectiveness, and provide clarity on the marketing department’s contribution to revenue. We’ll review the changes in strategy, personnel, budget, and expertise that are required to support change and take a look at the variety of marketing technology categories in the marketplace today.
Similar to Local Marketing Automation: Translating National Strategies into Local Execution (20)
Balihoo Local Display Advertising - A Field Guide for Multi-Location BrandsBalihoo, Inc.
National brands leverage display advertising to effectively push highly visual and engaging messages to 90% of the internet users worldwide. Adding micro relevance and localization takes it to the next level for impactful ROI.
Crash Course: Use Facebook Ads to Improve Your Search KPIsBalihoo, Inc.
Data shows that using Facebook
ads to compliment paid search strategies not only increases
search traffic, but also has significant effects on cost efficiency,
conversion rates, and order value (i.e., basket size).
How does it work?
Why National Brands are Shifting Dollars to Local MarketingBalihoo, Inc.
It’s expected that businesses are going to spend $15 billion per year on mobile, location-based advertising by 2018. While smaller businesses are expected to increase their local marketing budget by 8% from 2013 to 2018, it’s national brands that are making the biggest shift to local with an estimated 37% increase from 2013 to 2018.
Optimize Your Non-Branded Search Campaigns in Six StepsBalihoo, Inc.
Non-branded search marketing, by comparison, can be tough. It’s more expensive and typically has lower conversion rates. So why do it at all? Well, because your competitors are. And, unless you’re a brand like Pepsi or McDonald’s, there’s a portion of your ideal audience who is preparing to buy, but doesn’t know your brand—those are the consumers you want to reach.
FIVE Tips for Scaling Paid Search Marketing Across Hundreds of LocationsBalihoo, Inc.
So, you’re an agency that just landed a huge multi-location brand. Or maybe, you manage PPC for an established brand experiencing huge growth across several geographies. In either case, congratulations!
But how are you going to manage and optimize paid search and display for hundreds or thousands of locations without pulling in lame results?
We’ve compiled the most important tips for scaling up your paid search efforts across locations and brands quickly and effectively.
Balihoo Display Advertising Product SheetBalihoo, Inc.
No other digital marketing platform can transform your unique location data into a virtually unlimited number of individual, micro-relevant display ads.
Consider this: Cost per click (CPC) increases a
whopping 400% when your AdWords Quality
Score is “Poor,” and that’s only in comparison to
“Average.” This increasingly high cost of low
Quality Scores has driven search marketing
professionals away from standard
mass-management of campaigns and toward
those processes and tools that provide a more
relevant search experience to consumers.
This product sheet describes Balihoo Paid Search’s ability to transform your AdWords campaigns into ROI heroes, using your own data. At it’s core, Balihoo applies contextual and geographical relevance, on the micro level, across hundreds or thousands of unique campaigns. Learn how brands are taking advantage of technology to dramatically improve paid search KPI’s.
What You'll Learn from this Worksheet
How the Balihoo Paid Search platform activates your data to create thousands of campaigns
Why local campaigns underperform in enterprise bid management platforms
How to reduce manual tasks associated with paid search by 90%
Balihoo's software solutions increase the ROI of digital advertising for national brands and their agencies. By dramatically improving the relevance of paid search and display ads over other campaign management solutions, Balihoo has proven their ability to increase click-through-rates and decrease average cost-per-click while simultaneously saving you manual tasks and setup time. The result is the most efficient and effective way to deploy your digital campaigns.
Hero Conference 2016 - How Local Are Your Campaigns? Why it Matters for Big B...Balihoo, Inc.
A review of cutting edge strategies to consider when building paidsearch campaigns for multi-location brands. Topics will include hyper-local geotargeting, weather-triggered campaign planning, and event-related bidding strategies. Real-life campaigns launched by a national brand will be reviewed along with resulting KPIs. In this session, you'll learn:
· Best practices to ensure a truly localized strategy, and the mistakes that lead to under-optimization
· How Hilton Worldwide is leveraging geography for paid search gains
· How the recent SERP change has effected local paid search results across industries (Includes data points)
Infographic survey of brands how search marketers leverage local (3)Balihoo, Inc.
Balihoo recently spearheaded a groundbreaking survey of digital marketers across a wide variety of industries, including manufacturing, financial services, and retail, to find out what motivates them to choose local paid search as a digital strategy. Our distinctive survey targeted decision makers—68 percent were at the director level or above—and the respondents were a nearly equal mix of marketers using software to manage paid search and those executing manually. The majority of respondents worked in large companies; in fact, 69 percent of them worked at companies with five hundred or more employees.
We’ve compiled the most interesting findings from the survey.
Predicting your Local Paid Search Success - A Tarot SetBalihoo, Inc.
Produced for Hero Conf 2016, our set of nine tarot cards have been so popular that we’ve created a digital version for those not able to attend the conference! When it comes to local, are the cards in your favor? Learn how to be the Ace of Accounts, the Czar of Zones, the Data Diviner and six other key fortunes critical to local paid search.
How Local is Your Search Strategy: A Planning Guide for Paid Search ManagersBalihoo, Inc.
While many brands and agencies believe they’re executing local paid search and display campaigns, most of them simply aren’t – and by failing to do so they’re inadvertently wasting marketing dollars. Many of these “semi-local” campaigns fail because they: rely on shared budgets, ignore the simple fact that locations span various time zones, and/or don’t employ location-specific creative and landing pages. These mistakes lead to under-optimized campaigns that fail to demonstrate performance at the local level.
What You'll Learn from this Worksheet:
- What Adwords structure increases overall effectiveness
- Why individual locations need individual budgets that pace independently
- How unique ad copy and display creative can be launched across hundreds of locations
Balihoo Guide - Local Marketing Insights from Industry Leaders on Developing ...Balihoo, Inc.
We've partnered with industry experts, including MOZ’s David Mihm and Google’s Cecelia Choi to empower attendees to stay abreast of new technology, consumer behavior, and shifts in the digital marketing space, and provide them with actionable solutions. This informative guide features key data, insights, and recommendations from four of our most popular 2014 webinars:
-Maximizing Your Local Search Visibility at Scale
-Driving Local Sales with Video Marketing
-3 Secrets to Converting Visitors
-The New Search Behavior
Worksheet: Building a Business Case for Local MarketingBalihoo, Inc.
According to Gleanster Research, Top Performers who localize marketing communications report
an 18% higher response rate over generic corporate communications. Their research shows that these
performance gains can largely be credited to growth in adoption of marketing automation. A whopping
86% of top performers ranked personalized customer engagement as one of the top three imperatives for
revenue growth in 2014.
How Does Your Brand Stack Up? Our 2015 Micro Study Results Are In!Balihoo, Inc.
We’re back again with the results from our 2015 survey of marketing professionals from national brands, Director level and above.
In this presentation, Balihoo and Gatepoint Research present the results, as well as actionable insights from marketing executives.
You will learn:
The biggest marketing challenges executives are facing
How executives rate the strategic value of local marketing
How national brands are localizing their marketing campaigns
How to begin a local marketing automation search
Case Study: Balihoo and Control4 launch Local Websites for Lead GenerationBalihoo, Inc.
As consumer behavior continues to trend towards making purchases locally–an astounding 90% of shoppers browse products and services online, but make the buy locally–top national brands, including Control4, a leading provider of automation and control solutions for the connected home, are implementing online solutions to reach consumers at that critical purchase point.
Due to Control4’s expansive distributor base of 3,000 independent dealers, ensuring a consistent online presence and seamless customer experience, all while driving local online traffic and leads that convert to a sale, was a challenge.
See how Local Websites increased unique visitors by 100%, and drove thousands of phone calls to dealers in less than 12 months.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Local Marketing Automation: Translating National Strategies into Local Execution
1. LOCAL MARKETING
AUTOMATION
Translating National Strategies
Into Local Execution
» AUTOMATION STRATEGY
» LOCAL MARKETING AUTOMATION PLATFORM AND
SOLUTION MODULES
PAPER INTENDED FOR
BUYING STAGE
» Education
AUDIENCE
» Responsible for Corporate Marketing of
National Brands
FOCUS
» Local Marketing Automation Strategy
& Education (what, how, why)
ROLE
» Decision Maker
» Influencer
L O C A L
2. CHALLENGE: THE EVOLVING MARKETING LANDSCAPE 1
THE SOLUTION: AUTOMATION 1
WHAT IS LOCAL MARKETING AUTOMATION? 2
COMPONENTS OF A LOCAL MARKETING AUTOMATION PLATFORM 4
BENEFITS OF A LOCAL MARKETING AUTOMATION SOLUTION 5
ABOUT BALIHOO 5
LOCAL MARKETING
AUTOMATION: TRANSLATING
NATIONAL STRATEGIES INTO
LOCAL EXECUTION
3. 1LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION
The local marketing landscape is changing at an unprecedented rate. However, technological shifts
present exciting opportunities for national brands wanting to increase their reach. According to a recent
Gartner report,
“BY 2015, COMPANIES THAT FOCUS ON INTEGRATED PROCESSES FOR LOCAL
MARKETING ENABLEMENT WILL INCREASE REVENUE BY 15-20%.”
Therefore, the time is now for enterprise-level organizations to explore new marketing methods,
specifically Local Marketing Automation.
CHALLENGE: THE EVOLVING MARKETING LANDSCAPE
National brand marketers invest millions annually to build brand awareness, interest, consideration and
preference of the consumer, all while maintaining consistent messaging. However, brands selling through
local outlets (e.g. dealers, distributors, agents, franchisees, or retailers) often lose control over their
messaging and lose effectiveness of their marketing dollars because their local affiliates often lack the
marketing experience and bandwidth to properly execute the remainder of a campaign.
With the insurgence of digital media and constantly evolving technologies such as paid search (PPC),
marketing is becoming more complex with each passing day. It is therefore becoming more and more
difficult for resellers to stay well educated and execute efficiently.
To further complicate matters, consumers have changed the way they purchase. Consider the following
statistics:
• 70% of U.S. households now use the Internet when shopping locally for products and services ---
78% of adult Internet users in the U.S. look for information online about a service or product you
are thinking of buying. (Pew Research 2013)
• 54% of Americans have substituted the Internet and local search for phone books (comScore).
• Seven out of ten consumers are more likely to use a local business if it has information available on
a social media site (comScore Networks/TMP Directional Marketing).
To most effectively generate demand at the local level, national brands must leverage the power of local
marketing. Without automation, however, enabling local marketing often necessitates a high degree of
service delivery, not scalable without the use of specialized and fully integrated technology.
THE SOLUTION: AUTOMATION
The most efficient way for a national brand to address these challenges is to implement a Local Marketing
Automation platform to drive enterprise-level marketing strategy and implementation to local marketing
efforts.Abrandthatfailstodosoisatriskofbeingsurpassedbycompetitorsthathavealreadyconsidered
and implemented Local Marketing Automation. Consider the following statistics:
• According to the CMO Council’s study, Localize to Optimize Sales Channel Effectiveness, 30% of
marketers are using Local Marketing Automation platforms, resources and tools.
• Gleanster Research found that by 2013, 79% of top performing companies have been using
marketing automation for more than 2 years (Gleanster)
• According to Forrester, 88% of top performing national companies have adopted marketing
automation.
4. 2LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION
WHAT IS LOCAL MARKETING AUTOMATION?
Local Marketing Automation is a cloud-based solution that enables national brands to activate effective
campaigns across hundreds or even thousands of local markets. By marrying technology and data, Local
Marketing Automation allows national brands to execute localized campaigns efficiently and precisely. A
cloud-based platform delivers solutions that help national brands increase demand and revenue at the
local level by launching sophisticated campaigns that capture the attention of local consumers through
personalized messages that are relevant to them.
Successful local marketing, especially when digital tactics are involved, often requires national brands
to empower their local affiliates to contribute their local intel in the best ways they can — but not ask
them to do too much — and combine that with what the national brand does best. When brands take on
this approach, they see high digital adoption in local campaigns from their affiliates, which leads to higher
customer engagement and an increase in top-line growth at the local level.
BALIHOO PLATFORM
ENGINE
MEDIA CHANNELS
DATA INTAKE &
NORMALIZA TION
BRANDANDAFFILIATEUSERINTERFACES
EXECUTIONENGINE
WORKFLOW
ENGINE
CREATIVE ENGINE
& AD BUILDER
FINANCIAL
MANAGEMENT
(CO-OP)
PAID SEARCH
LOCA L SITES EMAI L
DIRECT MAI L SOCIAL
TRADITIONA L
LOCA L VIDEO &
MOBILE (2014 )
DISPL AY
DATA INPUT
BRAND
DATA
LOCA L
INTELLIGENCE
DATA
CREATIVE
TEMPLA TES
3RD
PART Y
DATA
BRAND
STRATEG Y
5. 3LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION
Successful national brands, depending on their corporate objectives, use one or a combination of the
following three modes of marketing:
BY LOCAL
In the “By Local” mode, the lion’s share of decisions are made by the local marketer when executing a local
campaign,buttheydosowithintheguidelinessetupbythenationalbrandtoensurethatcampaignassets
are brand-compliant. The local marketer adds local intelligence to the effort and makes the decisions on
budget, timing, tactics, media channels, and frequency.
Example: Local affiliates access a web-based Local Marketing Automation system and customize a
newspaper ad for their local markets. They download the ad and place the media directly with the vendor
themselves.
WITH LOCAL
The “With Local” mode combines a shared execution between the brand and the local affiliate in which
the brand makes most of the sophisticated decisions and the affiliate makes some of the simpler, but
often extremely valuable decisions in terms of a given tactic.
Example: The national brand plans a paid search program at the local market level. Local affiliates access
a web-based Local Marketing Automation system one time to opt-in to the program. They can make
selections based on their marketing needs, things like monthly budget limits or target offers. The program
is then executed by the national brand and results are communicated back to each local affiliate.
FOR LOCAL
The “For Local” mode is used when brands have enough quality data and knowledge to act on behalf of
the local affiitates. This mode works particularly well for digital tactics where the local marketer likely
does not have the skill, resources, or time to properly plan and execute the campaign.
Example: Local websites are published by the national brand for every local affiliate using known data.
Affiliates have the option to access the web-based Local Marketing Automation system to modify certain
areas of the website, but it’s not required.
6. 4LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION
COMPONENTS OF A LOCAL MARKETING
AUTOMATION PLATFORM
A comprehensive Local Marketing Automation solution should seamlessly
integrate the following key elements:
Local Websites. A national brand’s number one marketing tool is local
websites. They are the most effective way to drive relevant leads at the
local level and to make sure customers can find your product or category
easily. Local website templates should be optimized for local search;
helping national brands capitalize on search traffic and generate leads
through online forms and trackable local phone calls.
Local Paid Search. The closer consumers get to making a transaction, the
closer to home they look. Local paid search captures the attention of local
customers who are looking for your product or category.
Local Email. Data shows that triggered email campaigns capture the
consumer’s attention and generate results. A great local email solution
should be centered around easy-to-use, customizable email templates
that allow local affiliates to easily launch email campaigns without risk.
Local Direct Mail. Direct mail isn’t dead. This tried-and-true media is
powerfulweaponfornationalbrandslaunchinglocalmarketingcampaigns.
Direct mail efforts engage customers and drive leads through event-based
mailings and triggered sends that local partners can easily manage.
Social Media. The power of social media should be in the hands of national
brands -- at both the national and local level. A local marketing automation
platform should provide a technology that allows your national brand
to augment your national presence with targeted local content. Local
partners can be empowered to create custom status updates and schedule
posts, while the national brand retains the option to review and approve
updates before they’re posted. Customer will see national content with a
local message all in one streamlined social media presence.
Ad Builder. Gives local marketers the power to create compelling
advertising that ensures brand consistency and reduces cost. It is
equipped with a media customizer that uses your pre-approved templates
to distribute messages instantly across a wide range of media – TV, radio,
print, online display, search engine advertising and more. The result is
local, highly targeted ad messages and campaigns that reaches consumers
and saves money in the long run.
Co-op. A major challenge facing national marketers is how to more
effectively distribute marketing dollars, whether engaging in co-op
management, allocating funds to company owned stores or requiring
franchisee spend. A local marketing automation platform can simplify
the whole process by saving your national brand time, money and hassle
with a co-op solution that allows for easy management of fund transfers
between national brands, local affiliates and media outlets.
LOCAL WEBSITES
» Increased local brand visibility through local
SEO
» Credibility through dominant online
presence
» ROI through captured consumer demand
LOCAL PAID SEARCH
» Cut cost with portfolio managed approach
» Increased traffic to local websites
» Simplified process through consolidated/
automated reporting
LOCAL EMAIL
» Increased engagement with local
consumers
» Customization options with variety of
templates
LOCAL DIRECT MAIL
» Tried-and-true medium remastered
» Consumer outreach is more efficient and
effective
AD BUILDER
» Vendor agnostic
» Creative traffic
» Includes all media channels
CO-OP
» Seamless allocation of marketing dollars
» Consolidated invoicing
» Real-time visibility into local spend and ROI
SOCIAL MEDIA
» Local relevance through local content on a
national channel
» Brand control of social messages back in the
hands of the national brand
» Customer engagement handled by the
national brand ensuring accurate, timely
messages to consumers