The document discusses Placeable's NatLo Top 150 ranking, which measures national brands' effectiveness in local digital marketing across four dimensions: visibility, depth, precision, and reach. It provides details on the methodology used to evaluate over 1,000 brands and select the top 150 highest scoring brands. Specific industries like financial services, hospitality, and retail are highlighted for their relative strengths and weaknesses across the different dimensions.
In partnership with Streetfight Mag, every month we’re taking loved brands to determine how they stack up against their top competitors- determining who gets more love online.
In our inaugural Brand Score Battle, we take Yogurtland and Pinkberry: two national yogurt favorites. Why these two brands? Granted (as our report states) there are about 12 other brands that we could have chosen for this category. Yogurtland and Pinkberry both took origin in Southern California an expanded across the county. What is significant about these two brands is their brand image and position. Pinkberry positions itself as the premier yogurt brand. They are the Bloomingdales of yogurt-- you get selected flavors because Pinkberry knows what is best- and darn it, they are spot on. Yogurtland on the other hand lets the consumer decide what flavor they want, desire, hope for! Price difference is also evident. A Pinkberry serving (being the premier choice) is more expensive than a Yogurtland serving.
A battle is never a battle without some opposition and interesting differentiators, and these two brands across culture and image represent very different things, making this an exciting battle to watch.
Fast fashion retailers H&M and Forever 21 duke it out in the latest Brand Battle. Both of these brands had strong corporate presences on line, so who won the battle for local? Learn more in this infographic!
This document compares Costco and Sam's Club across various metrics of local digital marketing performance. It finds that while both brands have room for improvement in search engine rankings, Sam's Club locations ranked higher in the first position for keywords like "Discount Store" and "Supermarket" 10% more than Costco locations. Sam's Club also claimed and had more accurate location data across platforms, giving it a 15% stronger online listings presence overall.
This close Brand Battle between two competing national drug stores proves that a hyperlocal marketing is essential to improving your engagement strategy to your customers.
Brand Battle: Home Depot vs Lowe's Home ImprovementBrandify
This document compares the digital marketing performance of Lowe's and Home Depot based on metrics across six pillars: data quality, local SEO, reviews, engagement, local advertising, and competitors. The analysis found that Home Depot outperformed Lowe's in most areas, with higher scores for data quality, local SEO, engagement, and local advertising. Specifically, Home Depot dominated search rankings for keywords like "home improvement" and had more comprehensive local business listings and pages than Lowe's.
Brand Battle: Brandify 24 Hour vs LA FitnessBrandify
This document summarizes the results of a head-to-head digital marketing analysis between 24 Hour Fitness and LA Fitness across several key metrics like data quality, local SEO, local advertising, engagement, and reviews. 24 Hour Fitness outperformed LA Fitness in most categories. Specifically, 24 Hour Fitness won in data quality, reviews, and local SEO while LA Fitness won in local advertising. The overall analysis found that 24 Hour Fitness locations ranked higher on search engine results pages and had higher social media check-ins, showing it has stronger digital marketing performance overall compared to LA Fitness.
This document provides guidance on optimizing paid search campaigns to drive phone call conversions from mobile searches. It discusses how mobile search behavior has shifted to being done primarily on smartphones, with callers expecting immediate phone assistance. Calls are the most popular and lucrative conversion for mobile searches, through click-to-call buttons. However, calls are difficult to measure and attribute, making mobile campaign optimization a challenge. The document provides tips on ad formats, targeting, landing pages, call attribution and metrics to optimize campaigns to increase call conversions and sales from mobile searches.
This white paper discusses the importance of frequent updates to point of interest (POI) data for mobile search and navigation applications. It notes that consumers increasingly rely on navigation apps and expect accurate, up-to-date POI data. However, many vendors only update their POI databases quarterly, allowing the data to quickly become outdated. The paper argues that companies should partner with a POI data provider that updates its database monthly or weekly to improve customer satisfaction. It highlights Infogroup as a provider that meets these criteria through its extensive verification and updating processes.
In partnership with Streetfight Mag, every month we’re taking loved brands to determine how they stack up against their top competitors- determining who gets more love online.
In our inaugural Brand Score Battle, we take Yogurtland and Pinkberry: two national yogurt favorites. Why these two brands? Granted (as our report states) there are about 12 other brands that we could have chosen for this category. Yogurtland and Pinkberry both took origin in Southern California an expanded across the county. What is significant about these two brands is their brand image and position. Pinkberry positions itself as the premier yogurt brand. They are the Bloomingdales of yogurt-- you get selected flavors because Pinkberry knows what is best- and darn it, they are spot on. Yogurtland on the other hand lets the consumer decide what flavor they want, desire, hope for! Price difference is also evident. A Pinkberry serving (being the premier choice) is more expensive than a Yogurtland serving.
A battle is never a battle without some opposition and interesting differentiators, and these two brands across culture and image represent very different things, making this an exciting battle to watch.
Fast fashion retailers H&M and Forever 21 duke it out in the latest Brand Battle. Both of these brands had strong corporate presences on line, so who won the battle for local? Learn more in this infographic!
This document compares Costco and Sam's Club across various metrics of local digital marketing performance. It finds that while both brands have room for improvement in search engine rankings, Sam's Club locations ranked higher in the first position for keywords like "Discount Store" and "Supermarket" 10% more than Costco locations. Sam's Club also claimed and had more accurate location data across platforms, giving it a 15% stronger online listings presence overall.
This close Brand Battle between two competing national drug stores proves that a hyperlocal marketing is essential to improving your engagement strategy to your customers.
Brand Battle: Home Depot vs Lowe's Home ImprovementBrandify
This document compares the digital marketing performance of Lowe's and Home Depot based on metrics across six pillars: data quality, local SEO, reviews, engagement, local advertising, and competitors. The analysis found that Home Depot outperformed Lowe's in most areas, with higher scores for data quality, local SEO, engagement, and local advertising. Specifically, Home Depot dominated search rankings for keywords like "home improvement" and had more comprehensive local business listings and pages than Lowe's.
Brand Battle: Brandify 24 Hour vs LA FitnessBrandify
This document summarizes the results of a head-to-head digital marketing analysis between 24 Hour Fitness and LA Fitness across several key metrics like data quality, local SEO, local advertising, engagement, and reviews. 24 Hour Fitness outperformed LA Fitness in most categories. Specifically, 24 Hour Fitness won in data quality, reviews, and local SEO while LA Fitness won in local advertising. The overall analysis found that 24 Hour Fitness locations ranked higher on search engine results pages and had higher social media check-ins, showing it has stronger digital marketing performance overall compared to LA Fitness.
This document provides guidance on optimizing paid search campaigns to drive phone call conversions from mobile searches. It discusses how mobile search behavior has shifted to being done primarily on smartphones, with callers expecting immediate phone assistance. Calls are the most popular and lucrative conversion for mobile searches, through click-to-call buttons. However, calls are difficult to measure and attribute, making mobile campaign optimization a challenge. The document provides tips on ad formats, targeting, landing pages, call attribution and metrics to optimize campaigns to increase call conversions and sales from mobile searches.
This white paper discusses the importance of frequent updates to point of interest (POI) data for mobile search and navigation applications. It notes that consumers increasingly rely on navigation apps and expect accurate, up-to-date POI data. However, many vendors only update their POI databases quarterly, allowing the data to quickly become outdated. The paper argues that companies should partner with a POI data provider that updates its database monthly or weekly to improve customer satisfaction. It highlights Infogroup as a provider that meets these criteria through its extensive verification and updating processes.
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.
Bazaarvoice Webinar: Driving Local Revenue with Consumer Generated ContentRio SEO
In this webinar Trey Simonton of Bazaarvoice, Todd Werden of Boston Retail Partners and Warren Raisch of Rio SEO outline how to take your SEO efforts to the next level by combining the power of consumer-generated content with local search marketing. Learn a series of techniques that have proven to deliver double-digit search traffic improvements, higher in-store traffic and increased conversions.http://rioseo.co/2abSzoP
The document summarizes the findings of a survey conducted by Silicon Valley Voices on content marketing trends in 2013. Some key findings include:
- Videos were very popular for creating brand awareness but less so for lead generation.
- Organic search and in-person/online events provided the best reach, conversions, and return on investment respectively.
- Different content types and channels worked best for different marketing objectives like awareness, lead generation, nurturing prospects.
This document discusses strategies for optimizing mobile search marketing in 2015. It notes that mobile usage has surpassed desktop, with more people now carrying smartphones than credit cards. Reaching the mobile search results page is difficult, as ads are less likely to appear there than on desktop. Key strategies for success include integrating mobile keywords, focusing on local searches, adjusting bids to account for higher mobile costs, using all available ad extensions, ensuring mobile-responsive sites, and offering mobile-optimized calls-to-action and conversions. Tracking offline actions from online visits is also important given cross-device usage. The overall message is that a mobile-first approach is essential for paid search success.
The Contextual Marketing Imperative: Rethinking your personalization strategySAP Customer Experience
Brendan Witcher, Principal at Forrester and Bernard Chung, SAP Hybris share best practices and the latest trends in contextual marketing and personalization. Examples shown include ASICS, Under Armour, NHL and more.
A national fast-casual restaurant franchise chain with 2,000 US locations sought to improve online findability and provide consistent branding across channels. Brandify implemented a business locator on the company's website and Facebook page to help customers easily find nearby locations. They also claimed and optimized listings on Google Places and Foursquare, and syndicated location data. This increased location searches to nearly 2 million per month, generated over 1,300 Facebook likes and 90,000 impressions per month for the locator, and averaged 61 Foursquare check-ins per location per month, totaling over 1.3 million annually across all locations. The solutions helped the company offer a consistently branded experience and increased traffic.
Promote your B2B eCommerce to other business owners could be a challenge. However, you can do so with digital marketing in a smart way and bring you a big ROI. Check out how now.
This document summarizes experiential trends in 2021 based on data from over 400 experience providers. It finds that 85% of experience providers have reopened for in-person experiences, with 68% of experiences in May being in-person. Consumers are booking experiences further in advance and spending more per visit. Online experiences have become mainstream, with similar customer satisfaction levels to in-person experiences. The document provides insights into operational metrics, consumer behaviors and sentiments, and concludes with key takeaways around reopening, upselling premium experiences, making online experiences impactful, and communicating COVID safety guidelines.
This document summarizes the benefits of collaborating with a single ecommerce solution provider for customer segmentation and optimization. It highlights how the provider offers expertise in development, marketing, and optimization to provide best-practice solutions. The document also promotes the provider's services for commerce optimization, inbound marketing, search engine marketing/SEO, growth strategies, and success stories from various customers who achieved increased sales and conversions.
Keeping Our Seat At The Table: A Marketing Report CardPardot
The modern marketing organization aspires to drive revenue, function as a strategic center of influence and provide leadership to the entire organization. How is it doing? In a benchmarking study sponsored by Pardot, a salesforce.com company, and Demand Metric seeks to find out.
Join Jerry Rackley and Alison Gooch as they present and discuss the results of this study. The data provides a perspective - sometimes encouraging and other times sobering - that every modern marketer needs to understand.
The document introduces Laflife, a web app powered by a user's sense of humor. It analyzes the large and growing markets for social networking, media/advertising, online dating, and recruiting that are increasingly valuing humor. Laflife aims to use an algorithm to better understand and personalize recommendations for content, people, and ads based on a user's unique sense of humor. It outlines Laflife's business model, goals to achieve millions of users and billions in revenue within 4 years, and its experienced founder and advisor team.
Deriving measurable content drivers for effective Content MarketingMichael Wolfe
Here is a story about a brand who has become less relevant to its customers and has lost its way. In this example, we will show you a new and game-changing approach which develops sales-driving content metrics from social media. By relying on the actual and unobtrusive words of customers. we can define brands based not upon what marketers say but based on the actual words of customers.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Strategies to Take Your Holiday Shopping Campaigns to Light Speed - Given by Todd Bowman, @toddbowman68 - Merkle, Director, SEM and Feeds. #SMX #14C
The document discusses the opportunity for pay-per-call affiliate marketing. It notes that while consumers often research purchases online, many still buy offline. Pay-per-call allows affiliates to get credit for calls in addition to clicks, addressing this issue. The document provides examples of how pay-per-call has worked for various media including search, display, social media, email, blogs, mobile, TV, print, radio and direct mail. It suggests the approach could scale to new areas and provides a contact to learn more.
REFERIT’s revolutionary platform leverages the influence of the trusted referrals of friends and family to harnesses the power of mobile app marketing for ultimately increasing the volume and quality of leads to businesses. The mobile app, website, and mobile marketing ecosystem offers a unique app-based method for businesses to reward customers for sharing and promoting their services. REFERIT® embraces the strength of personalized, peer-based recommendations to facilitate trusted referrals among consumers and help eliminate wasted sales and marketing dollars.
REFERIT's advanced mobile technology makes print and e-mail promotions redundant and cost prohibitive. Billions are invested in print, e-mail and social media promoting discounts, offers and rewards. These messages are diluted and obsolete. E-mails are quickly forgotten and printed materials thrown out. We've developed our Referral Ecosystem to be simple, unique, and compelling. Everyone uses the phone to run their life and by putting everything on their phone we allow referrals to be shared seamlessly.
The document outlines a weekly schedule for an individual. On weekdays, the person wakes up between 7-9am, has breakfast and a shower, does homework and chores, has lunch between 11am-2pm, studies from 6-9pm, has dinner, and goes to bed at 10pm. On Saturdays and Sundays, the schedule is similar but includes going to work from 8-9pm instead of studying.
Ingrid Paola Amaya Castiblanco describes her best holiday in Villavicencio, Colombia where she went through the longest tunnel in Colombia, stayed in cabins, went swimming, and visited the bioparque zoo. The warm weather and friendly people of Villavicencio enjoy eating meat and their international Joropo tournament.
Karen Dovale Tello describes her vacation in Girardot, Colombia. She played in the pool with her children, brother, and nephews until lunchtime. On the weekend, she attended a tourism festival in her town, walking around with her family. While the weather was spectacular during the day, it grew hot at night, though there was dancing until dawn. The people who live in Girardot are very friendly and welcoming.
This document discusses how the thermal conductivity K for magnons differs from the textbook formula for fermions.
It explains that for magnons, heat flow creates a magnon accumulation and magnetization gradient, which sets up a counter current. This results in a new quasi-equilibrium state with no net magnon current but a modified thermal gradient.
The thermal conductivity K is then defined based on the heat current IQ in this quasi-equilibrium state, and takes a form different from the textbook formula using the Lorenz number L22 for fermions.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
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.
Bazaarvoice Webinar: Driving Local Revenue with Consumer Generated ContentRio SEO
In this webinar Trey Simonton of Bazaarvoice, Todd Werden of Boston Retail Partners and Warren Raisch of Rio SEO outline how to take your SEO efforts to the next level by combining the power of consumer-generated content with local search marketing. Learn a series of techniques that have proven to deliver double-digit search traffic improvements, higher in-store traffic and increased conversions.http://rioseo.co/2abSzoP
The document summarizes the findings of a survey conducted by Silicon Valley Voices on content marketing trends in 2013. Some key findings include:
- Videos were very popular for creating brand awareness but less so for lead generation.
- Organic search and in-person/online events provided the best reach, conversions, and return on investment respectively.
- Different content types and channels worked best for different marketing objectives like awareness, lead generation, nurturing prospects.
This document discusses strategies for optimizing mobile search marketing in 2015. It notes that mobile usage has surpassed desktop, with more people now carrying smartphones than credit cards. Reaching the mobile search results page is difficult, as ads are less likely to appear there than on desktop. Key strategies for success include integrating mobile keywords, focusing on local searches, adjusting bids to account for higher mobile costs, using all available ad extensions, ensuring mobile-responsive sites, and offering mobile-optimized calls-to-action and conversions. Tracking offline actions from online visits is also important given cross-device usage. The overall message is that a mobile-first approach is essential for paid search success.
The Contextual Marketing Imperative: Rethinking your personalization strategySAP Customer Experience
Brendan Witcher, Principal at Forrester and Bernard Chung, SAP Hybris share best practices and the latest trends in contextual marketing and personalization. Examples shown include ASICS, Under Armour, NHL and more.
A national fast-casual restaurant franchise chain with 2,000 US locations sought to improve online findability and provide consistent branding across channels. Brandify implemented a business locator on the company's website and Facebook page to help customers easily find nearby locations. They also claimed and optimized listings on Google Places and Foursquare, and syndicated location data. This increased location searches to nearly 2 million per month, generated over 1,300 Facebook likes and 90,000 impressions per month for the locator, and averaged 61 Foursquare check-ins per location per month, totaling over 1.3 million annually across all locations. The solutions helped the company offer a consistently branded experience and increased traffic.
Promote your B2B eCommerce to other business owners could be a challenge. However, you can do so with digital marketing in a smart way and bring you a big ROI. Check out how now.
This document summarizes experiential trends in 2021 based on data from over 400 experience providers. It finds that 85% of experience providers have reopened for in-person experiences, with 68% of experiences in May being in-person. Consumers are booking experiences further in advance and spending more per visit. Online experiences have become mainstream, with similar customer satisfaction levels to in-person experiences. The document provides insights into operational metrics, consumer behaviors and sentiments, and concludes with key takeaways around reopening, upselling premium experiences, making online experiences impactful, and communicating COVID safety guidelines.
This document summarizes the benefits of collaborating with a single ecommerce solution provider for customer segmentation and optimization. It highlights how the provider offers expertise in development, marketing, and optimization to provide best-practice solutions. The document also promotes the provider's services for commerce optimization, inbound marketing, search engine marketing/SEO, growth strategies, and success stories from various customers who achieved increased sales and conversions.
Keeping Our Seat At The Table: A Marketing Report CardPardot
The modern marketing organization aspires to drive revenue, function as a strategic center of influence and provide leadership to the entire organization. How is it doing? In a benchmarking study sponsored by Pardot, a salesforce.com company, and Demand Metric seeks to find out.
Join Jerry Rackley and Alison Gooch as they present and discuss the results of this study. The data provides a perspective - sometimes encouraging and other times sobering - that every modern marketer needs to understand.
The document introduces Laflife, a web app powered by a user's sense of humor. It analyzes the large and growing markets for social networking, media/advertising, online dating, and recruiting that are increasingly valuing humor. Laflife aims to use an algorithm to better understand and personalize recommendations for content, people, and ads based on a user's unique sense of humor. It outlines Laflife's business model, goals to achieve millions of users and billions in revenue within 4 years, and its experienced founder and advisor team.
Deriving measurable content drivers for effective Content MarketingMichael Wolfe
Here is a story about a brand who has become less relevant to its customers and has lost its way. In this example, we will show you a new and game-changing approach which develops sales-driving content metrics from social media. By relying on the actual and unobtrusive words of customers. we can define brands based not upon what marketers say but based on the actual words of customers.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: Shopping Campaigns: Play Like Every Day Is A Holiday. PRESENTATION: Strategies to Take Your Holiday Shopping Campaigns to Light Speed - Given by Todd Bowman, @toddbowman68 - Merkle, Director, SEM and Feeds. #SMX #14C
The document discusses the opportunity for pay-per-call affiliate marketing. It notes that while consumers often research purchases online, many still buy offline. Pay-per-call allows affiliates to get credit for calls in addition to clicks, addressing this issue. The document provides examples of how pay-per-call has worked for various media including search, display, social media, email, blogs, mobile, TV, print, radio and direct mail. It suggests the approach could scale to new areas and provides a contact to learn more.
REFERIT’s revolutionary platform leverages the influence of the trusted referrals of friends and family to harnesses the power of mobile app marketing for ultimately increasing the volume and quality of leads to businesses. The mobile app, website, and mobile marketing ecosystem offers a unique app-based method for businesses to reward customers for sharing and promoting their services. REFERIT® embraces the strength of personalized, peer-based recommendations to facilitate trusted referrals among consumers and help eliminate wasted sales and marketing dollars.
REFERIT's advanced mobile technology makes print and e-mail promotions redundant and cost prohibitive. Billions are invested in print, e-mail and social media promoting discounts, offers and rewards. These messages are diluted and obsolete. E-mails are quickly forgotten and printed materials thrown out. We've developed our Referral Ecosystem to be simple, unique, and compelling. Everyone uses the phone to run their life and by putting everything on their phone we allow referrals to be shared seamlessly.
The document outlines a weekly schedule for an individual. On weekdays, the person wakes up between 7-9am, has breakfast and a shower, does homework and chores, has lunch between 11am-2pm, studies from 6-9pm, has dinner, and goes to bed at 10pm. On Saturdays and Sundays, the schedule is similar but includes going to work from 8-9pm instead of studying.
Ingrid Paola Amaya Castiblanco describes her best holiday in Villavicencio, Colombia where she went through the longest tunnel in Colombia, stayed in cabins, went swimming, and visited the bioparque zoo. The warm weather and friendly people of Villavicencio enjoy eating meat and their international Joropo tournament.
Karen Dovale Tello describes her vacation in Girardot, Colombia. She played in the pool with her children, brother, and nephews until lunchtime. On the weekend, she attended a tourism festival in her town, walking around with her family. While the weather was spectacular during the day, it grew hot at night, though there was dancing until dawn. The people who live in Girardot are very friendly and welcoming.
This document discusses how the thermal conductivity K for magnons differs from the textbook formula for fermions.
It explains that for magnons, heat flow creates a magnon accumulation and magnetization gradient, which sets up a counter current. This results in a new quasi-equilibrium state with no net magnon current but a modified thermal gradient.
The thermal conductivity K is then defined based on the heat current IQ in this quasi-equilibrium state, and takes a form different from the textbook formula using the Lorenz number L22 for fermions.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
This document is a presentation for a multi-location business from DigitalStartup, a South African digital marketing agency. It summarizes how the digital landscape and consumer buying process has changed significantly since smartphones became ubiquitous. It promotes DigitalStartup's reputation management services, which include monitoring online reviews and listings across multiple locations to ensure accuracy and respond to issues. The services provide a centralized dashboard to give businesses visibility into their online reputation in one place.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
Guide to Voice Search & Digital AssistantsSurefire Local
According to a voice study by Microsoft, 1 in 2 people use voice search to find information about a local business every day. So it begs the question... how confident are you that your business is ready for the voice search era?
Join us for a free webinar with Yext, an innovative company that helps local businesses control their digital information, to learn how you can get your business ready to roll when voice search becomes the new norm for your customers to find you online. We'll walk through a few ways you can get your website and digital presence optimized to rank in voice search and recommended on devices like Amazon Alexa, Google Home, and Siri.
Some of the things we’ll cover are:
- Key local search signals to build into your digital presence
- How business listings make you more “recommendable” to voice assistants
- The latest voice trends and tips for local businesses
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
Planning your 2020 Digital Marketing BudgetMilestone Inc
This document provides a summary of a webinar about planning digital marketing budgets for 2020. The webinar included discussions on setting business goals, website strategy, key mobile technologies, search industry trends, and recommendations for SEO, paid marketing, analytics and budgeting. Presenters provided tips on integrating marketing and sales, developing buyer personas, optimizing for voice search and speed on mobile, and taking an omnichannel approach to digital advertising through audience segmentation and personalization.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
This document summarizes a presentation about bringing together revenue management and digital marketing. It discusses how the two areas can have a symbiotic relationship through analysis, optimization, forecasting, pricing, marketing to customers, distribution, and addressing challenges. The presentation also provides examples of how to use customer data and digital strategies to acquire guests and examples of using Facebook for marketing like custom audiences. It emphasizes collaboration, common goals and terminology, data integrity, transparency, and continuous improvement to successfully analyze data.
Social ReputationManagement forRestaurantsCharlie Shin
This document discusses the importance of social media and online reviews for local businesses. It emphasizes that consumers now do extensive online research and make purchasing decisions based on what they find about a business' reputation and reviews. The document promotes social reputation management services that monitor online listings and reviews and help businesses engage customers and respond to feedback to improve their online presence and reputation.
The document provides a history of digital marketing from the 1980s to present day, outlining major technological developments and how they have shaped the evolution of digital marketing practices over time. It then discusses several important current digital marketing strategies and tactics like inbound marketing, lead generation, email marketing, social media, and analytics. Finally, it emphasizes the importance of taking a customer-centric, data-driven approach to digital marketing going forward.
Tom Kelly 2014 UGA MMR Research Summit Preso Mike Courtney
The document discusses how AOL can make stakeholders smarter by providing concise data and insights. It notes that AOL has 700 employees, 5,000 global stakeholders, and $1.8 billion in annual ad revenue. While ad sales are getting harder, AOL can help by providing normative data, not just case studies. It also emphasizes delivering data and insights in a client-ready format through tagging and dashboards, not just raw data. The goal is to liberate stakeholders from being data slaves by making complex information accessible.
The 2019 Amazon Prime Day Expert Approach SeriesTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
Premise is a global technology company that provides on-demand shopper insights through a network of local contributors. The presentation discussed how Premise offers visibility into the entire customer journey across channels through real-time data on the 4 P's of marketing. It highlighted case studies where Premise helped clients understand competitive landscapes, improve new product launches, and informed strategies in various markets. The presentation concluded by emphasizing how Premise delivers customized data and insights to support business decisions.
From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Colin Woon, O2 UK, @colindwoon - Beyond fundamentals in SEO for large corporates. #benchmarksearchconf
How to generate more leads and revenue from Yelp using the Milestone platformMilestone Inc
Today, approximately 100 Million unique visitors come to Yelp monthly for business information, insights and reviews. In a webinar lead by Yelp's Gina Drago and Milestone's Mike Supple, we will walk you through case studies and examples of how a business – both SMBs or Enterprise, can generate more leads and revenue from all of the traffic visit your Yelp listings.
Key takeaways include:
Understand local and voice search trends impacting your business in 2020.
Create your digital presence on Yelp.
Gain actionable strategies to generate leads and revenue from Yelp.
Understand detailed insights of your Yelp listing performance.
See case studies and examples from both SMBs and enterprise.
Breakfast Event: Media Agency Financial TransparencyEbiquity
Commercial relationships between clients and media agencies have fundamentally changed over the last few years, with advertisers demanding ever greater accountability and transparency in contracts and agency management of their funds. Through the compliance audits we conduct FirmDecisions have unfortunately discovered empirical evidence that some agencies are responding to this call for transparency by changing their operating models, often to the detriment of the client.
This document provides an overview and analysis of e-commerce agility across 82 brands. It examines how quickly brands are adapting to changes in the retail landscape based on the type of e-commerce platform they use. Key findings show that while the platform is important, it must be considered together with a brand's existing resources and growth plans. The study defines e-commerce agility and measures it based on dynamic content creation, integration of new technologies, and ease of entering new markets. It finds that cloud-based platforms generally support higher agility, though customized on-premise solutions can also be successful depending on a brand's focus and finances. Financial performance is also correlated with platform choice and agility.
Measuring cx roi with social media deck 787-fGideon Ale
1. The document discusses measuring the return on investment (ROI) of customer experience (CX) using social media data and sentiment analysis.
2. It outlines Bottom-Line Analytics' Social Engagement Index (SEI) which provides a more accurate analysis of social media conversations than typical sentiment analysis tools by measuring stance shifts.
3. The SEI has been validated across various brands and is highly correlated with sales, showing it can predict commercial performance and help companies optimize marketing strategies.
2. With 95 percent of consumers beginning their
searches for restaurants, retailers and other
businesses online1
, national brands must
compete for customers using digital strategies
that drive web traffic, location visits, and sales
conversions.
Marketing at scale on the local level requires
mastery of a range of activities—from building
a rich, localized digital presence, to maintaining
accurate location data, to having listings
coverage across search engines, social networks
and directories.
To measure the success of these tactics,
Placeable has developed the NatLo Score as
the authoritative measure of a company’s local
digital marketing performance across four
critical dimensions: Visibility, Depth, Precision,
and Reach. In July 2014, Placeable released the
inaugural NatLo Top 30—a ranking of the largest
and most successful local digital marketers in
the U.S.
For the October 2014 NatLo publication,
Placeable scored over one thousand additional
brands across a broad range of industries. The
result is the NatLo Top 150, which recognizes
those national brands that stand out as the
preeminent digital marketers in the U.S. This
elite group is best positioned to compete
effectively in local markets, drive consumer
awareness, achieve online and mobile visibility,
and capture the most web traffic and store visits.
Introducing the NatLo Top 150:
2 ∙ Placeable NatLo Top 150 | 2014
TOP 150 INDUSTRY LEGEND
Automotive Business & Professional Childcare Entertainment
Financial Health, Fitness & Personal Care Hospitality
Restaurant Retail Transportation & Storage
3. Meineke Car Care Center
Nationwide Insurance
Papa Murphy’s Pizza
Title Max
Ruth’s Chris Steak House
Pizza Factory
Best Buy
PetSmart
Ramada
State Farm
Foz’s Pizza Den
Smash Burger
SpeDee Oil Change and Tune Up
Holiday Inn Express & Suites
Super 8 Motel
Days Inn
Office Depot
Carrabba’s Italian Grill
Walgreens
Mavis Discount Tire
Bonefish Grill
Bank of America
Lee’s Famous Recipe Chicken
Mellow Mushroom
Great Expressions Dental Centers
Corner Bakery Cafe
Olive Garden Italian Restaurant
Gander Mountain
Best Western Motel
Save Mart Supermarket
Placeable NatLo Top 150 | 2014 ∙ 3
BRAND INDUSTRY NATLO SCORE
78
RANK
01
7502
7503
7204
7205
7106
7107
7008
7009
6910
6911
6912
6913
6914
6915
BRAND INDUSTRY OVERALL SCORE
69
RANK
16
6817
6818
6819
6720
6721
6722
6623
6624
6625
6626
6527
6528
6529
6530
4. Wells Fargo
CVS Caremark Pharmacy
AMC Theatres
Verizon
Kohl’s
Dairy Queen
Target
American Family Insurance
U-Haul
Fitness Together
Speedy Cash
Wing Stop
Snap Fitness
Ace Cash Express
Cousin’s Subs
The Maids
Jack in the Box
Farmers Insurance
Barnes & Noble Booksellers
Elements Therapeutic Massage
Lenny’s Subs
On the Border Mexican Cafe
Advance America Cash Advance
Affordable Dentures
Extra Space Storage
Gerber Collision and Glass
Western Union
Golfsmith Golf & Tennis
Michael’s
Money Tree
4 ∙ Placeable NatLo Top 150 | 2014
BRAND INDUSTRY NATLO SCORE
65
RANK
31
6432
6433
6434
6435
6436
6337
6338
6339
6340
6341
6342
6243
6244
6245
BRAND INDUSTRY OVERALL SCORE
62
RANK
46
6247
6148
6149
6150
6151
6152
6153
6154
6155
6156
6057
6058
5959
5960
5. Men’s Wearhouse
La Petite Academy
CineMark
HyVee
UMB
Fleet Feet Sports
Firehouse Subs
Freebirds World Burrito
Donato’s
9 Round
Schlotzsky’s
Sizzler
Steve Madden
Bright Star Care
Sun Tan City
Romano’s Macaroni Grill
Jersey Mike’s Subs
Dress Barn
Regus
Ameriprise Financial
Bright Now Dental
Extended Stay America
Ashley Furnityre
Outback Steakhouse
Staples
Steak n Shake
Banfield Pet Hospital
Jenny Craig
Giant Eagle
Aaron’s
Placeable NatLo Top 150 | 2014 ∙ 5
BRAND INDUSTRY NATLO SCORE
59
RANK
61
5962
5963
5964
5965
5966
5967
5968
5969
5970
5871
5872
5873
5874
5875
BRAND INDUSTRY OVERALL SCORE
58
RANK
76
5777
5778
5779
5780
5781
5782
5783
5784
5685
5686
5687
5688
5689
5690
6. Better Business Bureau
Midwest Dental
Whataburger
Menards
Bruegger’s Bagels
Child Time Children’s Centers
Medifast Weight Control Centers
The Medicine Shoppe Pharmacy
Eyemart Express
Build-a-Bear Workshop
Kirkland’s
United Rentals
Sunoco
Teavana
Plato’s Closet
Kiddie Academy
Kinney Drugs
Maurices
PacSun
Dickey’s Barbecue Pit
Orkin
Sylvan Learning Center
Portrait Innovations
Lumber Liquidators
Penske
Joe’s Crab Shack
Krispy Kreme Doughnuts
The Keg Steakhouse and Bar
Carpet One
Regal Entertainment Group
6 ∙ Placeable NatLo Top 150 | 2014
BRAND INDUSTRY NATLO SCORE
56
RANK
91
5692
5693
5594
5495
5496
5497
5498
5499
53100
53101
53102
53103
52104
52105
BRAND INDUSTRY OVERALL SCORE
52
RANK
106
52107
52108
52109
52110
52111
52112
51113
51114
51115
50116
50117
50118
50119
50120
7. Hungry Howies Flavored Crust Pizza
Saks Fifth Avenue
Supercuts
Visionworks
Tuesday Morning
Gucci
Motel 6
BJ’s Wholesale Club
Camping World
Louis Vuitton
Kwik Trip
AeroTek
Raymour & Flanigan Furniture
Texas Roadhouse
Sports Authority
Pro Source Wholesale Floor Coverings
Hooters
Journeys
La-Z-Boy
Jason’s Deli
Sweet Tomatoes
Orange Theory Fitness
Starwood Hotels & Resorts
Sweet Frog Premium Frozen Yogyrt
Coco’s Bakery & Restaurant
Tiffany & Company
Tutor Time Child Care Learning Center
Samuels Jewelers
Hertz
Travel Centers of America
Placeable NatLo Top 150 | 2014 ∙ 7
BRAND INDUSTRY NATLO SCORE
50
RANK
121
50122
49123
49124
49125
49126
49127
49128
49129
48130
48131
48132
48133
48134
48135
BRAND INDUSTRY OVERALL SCORE
48
RANK
136
47137
47138
47139
47140
47141
47142
47143
47144
46145
46146
45147
45148
45149
45150
8. The NatLo Score measures a brand’s digital marketing effectiveness, as represented by
the four key dimensions of local online marketing: Visibility, Depth, Precision and Reach.
The brands received a score from zero to 100 for each dimension. The scores for the four
dimensions were weighted and combined into a single overall score. The NatLo Top 150
comprises the highest scoring brands that were evaluated.
visibility
depth
precision
reach
Website effectiveness
in search and
discoverability.
• Site structure
• Page optimization
• Web and mobile site
performance
• Local and geo-related search
factors
Strong Visibility produces higher search
engine rankings and greater traffic. It also
supports authoritative indexing by search
engines and enables brands to attain
location dominance with multiple listings in
search results. Brands with poor Visibility
surrender more traffic to directories and
competitors.
SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS
• Richness and completeness of
site information
‐‐ Basic: name, address,
phone
‐‐ Enhanced: descriptions,
services, photos, calls-to-
action, etc.
Brands that achieve exceptional Depth
deliver a better customer experience with
richer content about their locations and
offerings. Greater Depth also produces
higher click-to-brick conversion rates and
supports other marketing calls-to-action.
SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS
Depth and accuracy
of published location
content.
• Pin placement of each location
based on latitude and longitude
• Dispersion of pins on third party
sites (pin spread)
Superior Precision enables customers to
efficiently navigate to a brand’s locations.
It also supports accurate geo-targeting
for digital campaigns. Failure to ensure
Precision damages customer trust and
increases the risk of competitive poaching.
SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS
Geographic accuracy of
location data.
• Presence, completeness and
accuracy of location data on
Google, Facebook, Foursquare
and Yelp
Brands with outstanding Reach can be
found by consumers across a range of
search engines, social sites and apps. Poor
Reach can lead to consumer confusion
and misallocated marketing investments.
SAMPLE OF EVALUATION CRITERIA WHY IT MATTERS
Data consistency and
coverage across third
party sites.
8 ∙ Placeable NatLo Top 150 | 2014
9. An essential condition for inclusion in the NatLo Top 150 was having three digital search
assets in place: an indexable online locator, local landing pages, and a mobile locator. These
crucial tools boost a brand’s ability to gain online and mobile visibility, capture web traffic, and
convert digital visitors to location visits. Only 19 percent of the brands studied have all three
assets present, properly implemented and search-engine-optimized. Brands missed the mark
with indexable online locators (34 percent), but performed better when it comes to mobile
locators (64 percent).
The brands that met the digital assets criteria were then further assessed and assigned a
NatLo score. Those with the highest scores were selected for the NatLo Top 150. The average
NatLo score across the NatLo 150 was 58, with a high score of 78 and a low score of 45. On
average, the brands in the NatLo 150 scored highest in the Visibility dimension and lowest in
the Depth dimension.
From a visibility perspective, the leaders demonstrated a superior overall digital presence,
with optimized web and mobile locators. The best performing companies supplemented
general SEO best practices with specialized local search tactics. But across the board there
was room for improvement in the areas of mobile site performance and page optimization
tactics such as breadcrumb usage and inclusion of social reviews.
With respect to Depth, the leading brands excelled at publishing basic location content
such as name, address, phone number and hours. But even the top brands fell short when it
came to providing richer and more engaging content to consumers like localized promotions,
videos, payment types, and multi-language support.
An analysis of results and company characteristics showed that there was no correlation
between score and company age, revenue or number of locations.
Placeable NatLo Top 150 | 2014 ∙ 9
69 52 56 53
10. The Hospitality and Entertainment industries achieved strong representation in the NatLo
Top 150 by producing the highest percentage of brands with properly implemented online
locators, local landing pages, and mobile locators. The Automotive and Retail industries had
the lowest percentage of brands with these three critical digital marketing assets.
Among the industries represented in the Top 150, the highest average scores were earned
by Financial Services and Hospitality—while Childcare Services, Transportation & Storage and
Business & Professional Services scored lowest.
AverageNatLoScore
64
62
60
58
56
54
52
10%5% 15% 25%20% 30%
Percent of Companies Studied That Made Top 150
NatLo 150 Average
10 ∙ Placeable NatLo Top 150 | 2014
Top
Ranked
Brands by
Industry
Meineke
The Maids
La Petite Academy
AMC Entertainment
Nationwide Group
Great Expressions
Ramada
Papa Murphy’s
Best Buy
U-Haul
AVERAGE NATLO INDUSTRY SCORES
11. The Financial Services industry performed very
well—earning the highest overall average NatLo
score in the study. In fact, nearly 20 percent of
the 50 highest-ranking companies are Financial
Services brands. The industry performed well
across all dimensions, with the second-highest
average scores for Visibility (78), Depth (61), and
Precision (63), and the fourth highest score for
Reach (51).
Financial Services brands were particularly
proficient in the Visibility dimension, standing
our for the strength of their local landing
pages with above average performance in site
structure, SEO, and mobile. Such performance
is imperative in an industry where consumers
rely on digital sources for brand selection. For
example, a recent EY consumer banking survey2
found that online sources were most important
to consumers researching financial services. In a
world where consumers are increasingly online,
the financial brands that lead in local marketing
are differentiating themselves from competitors
to win site visits, conversions, and revenue.
The Hospitality industry had over double the
average proportion of brands pass the first
NatLo screen for having properly implemented
online locators, local landing pages, and mobile
locators. With an average NatLo score of 62, it
was the second-highest performing category. In
this industry, where a consumer is making the
important decision of where to sleep and relax,
online research is customary—so comprehensive
site information is crucial. The Hospitality brands
have met this demand with delivery of rich site
content, such as localized descriptions, photos,
videos, and calls to action—resulting in the
highest average Depth score (66).
Placeable NatLo Top 150 | 2014 ∙ 11
12. 12 ∙ Placeable NatLo Top 150 | 2014
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
90
72
52
72
70
68
89
71
57
85
76
63
94
78
59
87
74
46
77
71
59
92
67
38
92
65
47
89
80
71
94
69
38
VISIBILITY PERFORMANCE BY INDUSTRY
Retail was the second-lowest performing industry when it came to implementing the three
required digital marketing assets. Only 14 percent of retail brands in the study met this
NatLo requirement. While retail brands do an adequate job of syndicating data to the third
party ecosystem (with the third highest average reach score of 56), they miss the mark when
if comes to their own web presence. The Retail industry had the lowest average Visibility
score (65) due to generally poor rankings for SEO along with lagging desktop and mobile
performance.
With 84 percent3
of consumers going online before or during their most recent trip to a
store, it is essential that Retail brands correct these issues to boost their presence. Properly
implemented locators and landing pages with rich content such as reviews, videos, accurate
store hours, return policies and amenity descriptions improve a brand’s ability to win search
placements, attract site visitors, drive store visits, and increase revenue.
RETAIL + VISIBILITY
13. Placeable NatLo Top 150 | 2014 ∙ 13
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
90
57
30
70
58
40
70
50
40
80
61
40
70
58
30
80
66
50
80
44
10
70
50
30
60
44
30
90
52
10
60
43
20
DEPTH PERFORMANCE BY INDUSTRY
The Transportation & Storage industry had one of the lowest overall average NatLo scores
(55). Transportation & Storage brands achieved a superior local pages presence with best-
practice SEO and site execution across both web and mobile—earning the highest average
Visibility dimension score (79) in the study. But the industry performed below average on the
remaining three dimensions due to lack of site content, poor accuracy of pin placements, and
inadequate syndication of its location data across the third party ecosystem.
This was particularly evident in the Depth dimension where it earned one of the lowest
average scores (44) due to deficient performance in the areas of location-specific reviews,
offer descriptions, photos, and promotions. In an industry where differentiation is difficult and
price is often a deciding factor, rich locator and landing page content is critical. Providing
content that includes customized coupons, price lists, hours, equipment descriptions—and
storage specifications such as sizes, temperature control and security features—differentiates
Transportation & Storage brands from their competitors and helps them win more visits and
revenue.
TRANSPORTATION & STORAGE + DEPTH
14. 14 ∙ Placeable NatLo Top 150 | 2014
PRECISION PERFORMANCE BY INDUSTRY
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
77
64
47
60
50
41
50
46
42
75
63
45
69
54
41
64
57
42
87
61
44
82
52
40
60
53
45
87
56
40
61
54
49
The Automotive industry is the worst performing group when it comes to implementation of
the three critical digital assets, with only 10 percent of brands studies passing the first NatLo
screen. However, the brands that did pass the first screen earned the third highest average
NatLo score (60). Automotive brands outperformed all other industries in the Precision
dimension (64) by having consistent and accurate pin placements.
That is especially critical in an industry like Automotive that has a high number of competitors
clustered near to each other. Consider how many intersections have a gas station on multiple
corners, or how competing repair shops are often in the same shopping plaza. Accuracy is
imperative to these brands because inaccurate online directions and maps lead consumers to
the wrong location, and those consumers will likely choose the competitor on their side of the
street.
Placeable research has found that more than two-thirds of consumers say they lose trust in
a brand if they get lost walking or driving to a location because of an incorrect listing. With
above average Precision scores, the Automotive brands in the NatLo Top 150 differentiate
from their peers and improve the likelihood of capturing consumer visits and building
consumer trust.
AUTOMOTIVE + PRECISION
15. Placeable NatLo Top 150 | 2014 ∙ 15
NatLoScoreRanges
95
85
75
65
55
45
35
25
15
5
72
47
24
58
41
28
63
37
16
69
51
12
63
42
17
67
50
14
89
63
19
79
56
9
58
41
12
89
53
9
72
62
54
REACH PERFORMANCE BY INDUSTRY
The Restaurant industry dominated the Reach dimension by having the highest individual
score (89) and the highest average score (63) of all industries. Strong syndication practices
and coverage across the third party ecosystem are especially important in this industry, as
consumers often look to third party sites for recommendations. For example, Placeable
research has found that 31 percent of consumers will turn to Yelp for trustworthy reviews
before selecting a dining location.
Restaurant brands earned some of the lowest average scores for the Visibility and Depth
dimensions. Low scores in these areas result in poor placement in search engine results and
the loss of online site visits. And when Restaurant chains lose visitors to third party sites, they
miss valuable opportunities to build their brand, control messaging, and establish consumer
trust. Focusing on improving Visibility and Depth scores can increase site traffic, boost
location visits, and grow revenues for Restaurants.
RESTAURANT + REACH
16. How can
I calculate
my brand’s
NatLo score?
If you are a NatLo 150 brand and would like to receive your Visibility, Depth,
Precision and Reach dimension scores, please contact us.
If your national brand was not named to the NatLo 150, you may contact us to
schedule a complimentary NatLo assessment.
16 ∙ Placeable NatLo Top 150 | 2014
The companies that earned a spot in the NatLo Top 150 deserve accolades for excelling
at local digital marketing. These brands are successfully navigating the complex digital
marketing world and have achieved industry-leading performance when it comes to marketing
at scale on the local level. However, with a constantly changing landscape and competitive
threats, top-performing brands must continue to innovate and improve in order to maintain
their leadership. Addressing the weaker scoring dimensions and developing strategies to
improve those measures will help companies maintain or improve their ranking. If your brand
made the NatLo Top 150, please contact Placeable to receive sub-scores for the Visibility,
Depth, Precision, and Reach dimensions.
For brands that did not make the list, the NatLo dimensions and criteria offer a lens through
which you can evaluate your brand’s digital marketing efforts. Do you have a properly
implemented online locator? Has your locator been optimized for mobile? Do you have
unique landing pages for every one of your hundreds to thousands of locations? Have you
created custom content and offers for each of your locations? How accurate is your location
data? Are you syndicating to the right directories, aggregators, social networks, and search
engines? To understand how your national or regional brand performs with respect to these
critical digital marketing criteria, contact Placeable for a free NatLo assessment.
Whether your brand is on the list or not, the NatLo score brings to light the digital marketing
dimensions most critical to winning the online and mobile consumer. Understanding them
empowers your company to prioritize activities and capture more local search impressions,
clicks, location visits, orders and revenue.
1
Local Consumer Review Survey, 2013, BrightLocal
2
Winning Through Customer Experience: EY Global Consumer Banking Survey, 2014. EY
3
The New Digital Divide—Retailers, Shoppers, and the Digital Influence Factor, 2014, Deloitte Digital
@BePlaceable /Placeable www.placeable.com
17. To select the NatLo 150, the largest multi-
location businesses in the United States,
by revenue and number of locations, were
compiled into an evaluation set of 1,030 brands
across ten industries. These brands were
assessed for the presence of three critical digital
marketing assets: indexable online locators,
local landing pages, and mobile locators. Brands
that had properly implemented these marketing
assets were then evaluated using the Placeable
Workbench TM
and its proprietary scoring
algorithm. The brands were analyzed across
hundreds of data points and millions of locations
for four quality dimensions: Visibility, Depth,
Precision, and Reach. The four dimensions were
individually scored between zero and 100 (with
100 being the best), and then the four scores
were weighted and combined to produce an
overall zero-to-100 score. The brands with
the highest overall scores were ranked and
recognized as members of the NatLo 150. These
companies were determined to be the highest
performing national brands in the evaluation
set. Finally, regression testing was performed
on these brands to test for correlations between
NatLo scores and company characteristics such
as revenue, age, and number of locations.
Placeable NatLo Top 150 | 2014 ∙ 17