Please visit Search Engine Land for the full article.
Friday 15 September 2017
SearchCap: Bing fact checking, Google mobile tips & Bing agency awards
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Bing fact checking, Google mobile tips & Bing agency awards appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Please visit Search Engine Land for the full article.
Spark Foundry takes home Bing’s 2017 Agency of the Year & Innovator of the Year awards
Spark Foundry was the big winner at last night’s Bing 2017 Agency Awards event.
With offices in both New York City and Chicago, Spark Foundry was named Agency of the Year for the US and Innovator of the Year, and the team’s Colette Trudeau took home the Trailblazer of the Year Award.
Bing handed out 15 different awards during the program to search industry executives and agencies.
“This is a glamorous black-tie affair that celebrates the practice of Search and recognizes our key agency partners for their outstanding creative, effective and passionate work with Bing Ads in the Americas,” wrote Bing on its Search Blog, when it announced the event back in June.
Spark Foundry shared its Agency of the Year Award for the US with Performics Practices Team. Bing also gave an Agency of the Year Award for Canada to iProspect and an Agency of the Year award for Brazil to Blinks.
In addition to Trudeau, other individuals to be recognized included iProspect’s Jeremy Hull, who won Executive of the Year, and Performics’ David Gould, who was awarded the Lifetime Achiever Award.
Here’s the full list of Bing’s 2017 Agency Award Winners:
- Agency of the Year for the US: Spark Foundry and Performics Practices Team
- Agency of the Year for the Canada: iProspect
- Agency of the Year for the Brazil: Blink
- Executive of the Year: Jeremy Hull (iProspect)
- Trailblazer of the Year: Colette Trudeau (Spark Foundry)
- Lifetime Achiever Award: David Gould (Performics)
- Account team of the year: Mindshare
- Innovator of the year: Spark Foundry
- Growth agency of the year: Initiative Search Team at Reprise
- Independent agency of the year: iCrossing
- Optimizer of the year: LQ Digital
- Partner of the year: Resolution Media
- Philanthropist of the year Seer Interactive
- Accreditation champion of the year: US’s Sapient Razorfish and Canada’s Catalyst
- Rising star of the year: Metric Theory
“Our agency partners play a critical role in shaping the future of search and bringing to life the opportunities search offers marketers to both better understand consumer intent and drive impactful and measurable digital engagement,” wrote Paul Longo, Bing’s head of agency development, on Bing’s blog post announcing the winners.
This was the second year for Bing’s Agency Awards event. It was held at the Capitale in New York with celebrity emcee Trevor Noah.
Competitive analysis: Making your auction insights work for you
Oh, the auction insights report. You want to love it because it comes straight from AdWords, while most other competitive data comes with a grain (or maybe a pillar) of salt. Yet, while the information in this report is all nice to know, it might not seem to be immediately useful.
Don’t throw in the towel too soon, though — with auction insights, there’s more than meets the eye. Let’s talk about how to put the data to work.
Who has the majority of the impression share?
This is, of course, the most obvious use of the report. Who seems to be dominating impression share? You can look at this a few ways:
- Who is dominating impression share across all of your campaigns?
- Who is competing for impression share for each campaign? What about your top-performing, or worse-performing, ad groups?
- Who is vying for impression share on your top-performing keywords?
You can garner a few things from this report at a pretty high level. For one, who are you really up against? Along with your competitors, you’ll likely see other businesses competing on your terms for other purposes outside of your organization’s offering. You’ll also note how often you are outranking your competitors and, overall, how your impression share stacks up.
A few potential outcomes from this data could include:
- Your impression share is better, and you outrank your competitors the majority of the time. Hooray, you’re winning! But are you spending more than you have to? It is worth reviewing your highest volume terms and top performers to see how they stack up. Maybe you could afford to pull back a little while still maintaining your market share.
- Your impression share is better, but they typically outrank you. I would still consider this to be mostly a win, but you might consider increasing your bids to see if outranking more of your competitors’ results in a significant gain. I would be more likely to test this on specific target keywords versus an entire campaign.
- Your outranking share is better, but overall your impression share is worse. This could be an opportunity to decrease bids with the goal of gaining impression share by sacrificing rank to get more for your budget. Again, I would dig into the auction share of your top-performing, highest-ranked keywords before making any decisions.
- Your outranking share and your impression share are both worse than your competitors’. If the campaign is doing well, and there’s an opportunity for more budget — this would be a good opportunity to ask. If more budget isn’t an option or if the campaign isn’t performing well enough to justify more budget, then it is time to do an account audit to identify where you can trim the fat to make more impactful use of your bids and budget without breaking the bank.
Identifying the gaps and opportunities
One of the lessons that stuck with me from many, many years ago came from a professor in a college advertising course. He teed up the lecture by explaining that during the Great Depression, many organizations pulled back advertising budgets. Naturally, they did this because they needed to find ways to cut costs. However, those brands that didn’t react by pulling back thrived and established market share. Why? Because not only did they continue advertising — but they were advertising with less competition.
This is a good lesson to keep in mind as you dig further into your auction insights reports to see where your competitors are, and are not, bringing out the big guns.
What days of the week are your competitors’ ads showing up for work?
If you segment your auction insights reports within AdWords, you can get more granular information, such as day of the week. I like to look at this for two reasons:
- It is helpful to know which days competitors are most strongly focusing on because, presumably, those days perform better for them.
- More importantly, it is helpful to know when they are laying off. This could be because they aren’t staffed or because they don’t have the budget, or because they assume people aren’t searching on certain days. (I see ads turned off on the weekend, a lot.)
Typically, I don’t respond to #1 above any further than looking into our own performance to see if the results are replicated — and then making optimizations based upon our own wins and losses. However, I do try to respond to #2, if it makes sense (still validated by our own data), because that’s our opportunity to get out front with even less competition bidding us up and competing for market share.
Who is dominating the different devices?
Likewise, with the analysis of day-of-week bidding, I like to do the same for device performance. Which devices are my competitors relying on? Do our results jibe with theirs? Are there opportunities to exploit their weaknesses by bulking up in areas where they aren’t going as hard?
Again — and I can’t reiterate this enough — I don’t recommend making any account changes that go against your own data. If a certain device doesn’t perform well for you, don’t push it harder just because your competitors aren’t. But if your competitors have low market share on mobile, and mobile performs pretty well for you, it might be worth seeing how you can further maximize your footprint.
Who is making moves?
So many ways to dig into this data. Where to begin? First things first, I like to look at a long date range — say YTD or rolling year — and organize it by month. Take a look at whose market share is fluctuating. Take note.
Then, dig into the reports that you just ran for device and day of the week to see if there have been fluctuations throughout the last six months to a year. Note that within the AdWords UI, you can only look at one segment at a time, but if you download the report, you can add additional segments so that you don’t have to pull multiple segments and mash them up.
These trends could indicate changes in strategy or competitors that are becoming more or less aggressive.
Seeing is believing
Who doesn’t love a great visual? Sometimes putting things into graph form helps to highlight trends and outliers. Throwing any of the above information into a graph is a great way to glance through the information quickly — and it makes for a much better presentation to higher-ups.
Furthermore, I strongly suggest taking a look at Maddie Cary’s auction insights presentation, “Let’s Get Visual,” for additional ways to graph out auction insights data against campaign trends for further (auction) insights. (See what I did there?)
Next steps to amplify your impact
Hopefully, this has given you a good start with some actionable takeaways, but your analysis doesn’t have to end here. You can use this data as a starting point for a deeper review. Here’s where you can go from here:
- For those campaigns where you have a lot of overlap with organizations that you don’t consider to be competitors, review your search terms to see if you may be bidding too broadly.
- For competitors that seem to have a lot of overlap with you, dig into your keywords to see where the overlap seems to be – are you vying for the best keywords, or do you overlap more on keywords that are of lesser importance?
- Check out a competitive research tool to see what your competitors are bidding on that you aren’t — and what their ads look like. I especially like to dig into the competitors that have suspiciously low IS, to see if they are really doing that poorly, or if they are bidding on keywords that we are missing out on.
- If you identified new competitors, consider learning more about their brand and how your positioning stacks up.
- Take a look at your competitors’ landing pages to see how they compare, and if there’s anything that might give you some CRO inspiration.
Check out your online reviews in comparison to your competitors’ to see if there’s any need for damage control, or even just a need to ensure that your advocates’ voices are heard. Reputation can absolutely play a role in the success or failure of other marketing channels.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Bing now officially supports Fact Check label with ClaimReview markup
Bing has finally announced their official support for the “Fact Check” label in search. This is powered by the ClaimReview schema markup and now shows up in the Bing search results.
We reported about Bing adding this to their webmaster documentation a few months ago, but the search results did not start showing the label until yesterday. Now if you do searches, you may see a line that reads “Fact checked by Snopes” followed by a False or True statement.
Here is a screen shot:
Bing says that when adding this schema to your page, you want to consider these points:
- The analysis must be transparent about sources and methods, with citations and references to primary sources included.
- Claims and claim checks must be easily identified within the body of fact-checked content. Readers should be able to determine and understand what was checked and what conclusions were reached.
- The page hosting the ClaimReview markup must have at least a brief summary of the fact check and the evaluation, if not the full text.
Google added this feature about a year ago.
How to Create Engaging Social Media Content That Can Drive Results by @KunjalPanchal
We all know that social media plays a great role in your marketing success.
There are 2.8 billion social media users globally in 2017.
But you must do it right.
Social is about sharing and building a relationship with your audience first, not selling.
Social media channels provide you an opportunity to start a conversation with your audience and deliver the right message.
You have to focus on sharing relevant and helpful information to build trust.
Trust = conversion.
Here are nine proven ways to create and share engaging social media content.
1. Stop Using Text, Start Showing
Photos received more likes, shares, and comments than text or links. People don’t like to read text posts on social networks. Images help your message go viral.
Be creative. If you are creating a design for your social media updates, always try to place your image within empty space. It makes your design more beautiful, readable, and more engaging.
Visual content is more likely to get shared on social media than other types of content.
Here is an example of a design from Piktochart:
2. Use High-Quality Stock Photography
“Don’t settle for anything less than you deserve.”
Your graphics quality represents your brand. Never use cheesy photographs.
Don’t just go to Google image search and use the images from there because copyright belongs to someone else.
You have to find photos which are legal without any copyright issue.
But where can you find these images?
Plenty of sites provide beautiful and high-quality images for free, including:
- Canva.
- Pixabay.
- Stokpic.
- Unsplash.
Now represent your brand with beautiful graphics.
3. Recycle Your Evergreen Content into Infographics
Infographics are shared and liked 3x more than any other type of visual.
Every brand should create infographics to deliver an informative information in a more interesting way.
People are showing interest in infographics, Google Trends shows that:
Show your creativity while designing the infographic. Try colors, charts, and graphics.
Do you have an evergreen article that is helpful and relevant?
You can repurpose this into an infographic and promote it via your social media channels. You can use online tools like Canva or Piktochart or you can hire a professional designer to design a beautiful infographic for you.
See how Visual.ly shared their infographic on Facebook:
4. Share Customer Testimonials & Reviews
There is no one better than your happy customers to tell your success stories. Most of the people relying on customer reviews before making a purchase.
It can be a great idea to share customer testimonials, success stories, and reviews on your social media channels.
Eighty-eight percent of consumers trust online reviews as much as personal recommendations.
Ask your happy customers for testimonials on your social media channels and they’d love to do it. Or you can also run a social media campaign and ask people to share their experience.
Share these customer reviews and testimonials on your website like how LiveChat did it:
5. Search Visual Trends on Pinterest
Want to learn the latest visual trends?
Do you want to find which type of content getting more engagement?
Pinterest can be your friend!
Use Pinterest to search the latest visual trends (infographics, photography, videos, and more).
There are more than 75 billion ideas on Pinterest.
6. Host Contests & Surveys
Social media contests and surveys are the great ways to boost your engagement. Run an irresistible contest on Facebook (such as a free giveaway) or Instagram asking people to like your page and submit their email address to participate in the contest or a survey.
You’ll get a great number of new social followers and subscribers. Did you know, 35 percent of Facebook fans like a page so they can participate in contests?
A T-shirt company called Qwertee ran a contest giving away free shirts on their Facebook Page. All you have to do is like their page and enter your email address.
7. Tag Influencers & Bloggers You’ve Quoted in Your Message
Have you used amazing quotes from other folks in your blog posts? Tag them in your social message and give a link to your content.
Or you can also design a beautiful graphic by using tools like Canva or Photoshop and tag that person in your social message. They will appreciate it.
8. Add Social Media Buttons to Your Email Newsletters
Do you think email and social media are competing marketing channels? Think again.
Email and social media actually work hand in hand.
Place social media buttons in your email newsletters. Ask your email subscribers to share your content. Email with social sharing buttons increase click-through rate by 158 percent.
Send a dedicated email campaign and ask them to follow you on social media, it will help you to generate more fans and followers.
And you can also add an email signup form on your Facebook page.
Jay Baer says it best here:
“Email and social media have an important part to play in the conversation between company and consumer. They are strategically, operationally and tactically aligned — or if they aren’t, they should be.”
See how Crocs sent a targeted email campaign and asked subscribers to connect on social media:
9. Use Hashtags to Increase Your Engagement Rate
Hashtags are the most popular thing on social media channels. Hashtags help to find the relevant content and allow you to connect with other users.
You must share your content more than once with different headlines and hashtags. It will help you to increase your click-through rate.
Some quick tips:
- Keep your hashtags concise, relevant, and conversational.
- Don’t use spaces or punctuations.
- Don’t use too many hashtags in one tweet.
Tools like Twitonomy help you to find trending hashtags.
Image Credits
Screenshots taken by Author, August 2017.
Search in Pics: Google massive leather chair, inside the Google subway car & babywear
In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. Inside the Google subway car on the Chicago rooftop: Source: Instagram...
Please visit Search Engine Land for the full article. 
Please visit Search Engine Land for the full article.
Thursday 14 September 2017
Leading up to the mobile-first index, Google has some advice
We all know the Google mobile first index is coming soon, probably in the next few months or so. To prepare, it seems like Google is encouraging webmasters to go responsive with their web sites.
Google has just published a how-to on moving your m-dot site to responsive. The techniques are pretty basic but it is an excellent reminder that while Google supports many mobile implementations, they do recommend responsive. In fact, Google has recommended that if you are switching to responsive, do it before the mobile first rollout.
Here are the steps Google wrote to move from m-dot to responsive:
- Get your responsive site ready
- Configure 301 redirects on the old mobile URLs to point to the responsive versions (the new pages). These redirects need to be done on a per-URL basis, individually from each mobile URLs to the responsive URLs.
- Remove any mobile-URL specific configuration your site might have, such as conditional redirects or a vary HTTP header.
- As a good practice, setup rel=canonical on the responsive URLs pointing to themselves (self-referential canonicals).
Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basket
No matter where they’re located or what market they serve, retailers around the globe have questions about how consumers use search and Amazon.
At Bing (my employer), we’ve found that retailers — regardless of size — ask us about the same three things:
- Where do consumers look for products online?
- How do users behave differently on search vs. Amazon?
- Can my search and Amazon channels benefit each other?
The answers are likely to surprise you.
The consumer decision journey looks incredibly complicated to us marketers with its interweaving between research, comparison, intent and transaction, but it feels far less complicated from the consumer point of view.
As consumers, we follow certain behavior patterns almost subconsciously:
- If we have questions around what it is we need, or want more information before we make a selection, then it’s natural to turn to search.
- If we know what we’re looking to buy, often we have a predefined preference for which retailer website to begin looking for it.
For many customers, Amazon is a place to start. But is it where customers do most of their shopping-related searches? And is it also the place that they end their journey?
Our company’s search market intelligence team sought to find out.
1. Where do consumers look for products online?
The goal of the test was to study how consumers shopped online, and to learn how search and Amazon fit in within the customer decision journey.
Testing methodology
- We used a sample of 9 million US users who conducted a retail-related search or visited Amazon on a web browser.
- We tracked the user activity on Amazon and Bing and categorized users in different retail categories based on their searches.
- We tracked the user journey, from searching on our site to visiting and searching on Amazon, and vice versa, to understand patterns around user groups that come back to the search engine.
- We scaled the analysis using comScore data to be representative of mobile and app usage.
The myth
“The majority of retail searches now happen on Amazon.”
This myth has been repeated so many times, it’s often taken as fact just from repetition. It is likely derived from studies that report 56 percent of consumers begin their shopping journey on Amazon. The issue lies in the fact that this number is getting misinterpreted as 55 percent of overall retail searches happen on Amazon — which isn’t true.
The thing to remember is that survey data, while extremely valuable, may not always tell you the full story. Often, the decisions we make are formed by unconscious biases or are very generalized, so we can’t speak to our actions with a 100 percent degree of accuracy.
Think about this: If you’ve ever started your product search on Amazon, does that mean that you would always turn to Amazon to start your search for every single product? Or that you don’t conduct any searches after Amazon?
We know conceptually that is not true, so the researchers used behavioral data to answer that question.
The reality
The reality is, we turn to Amazon for only certain types of searches, mainly the lower-funnel ones. But those are only a small fraction of the overall universe of retail searches — nowhere near the 55 percent that is often cited.
For example, think of queries like “best brand of wedding china,” “how do I cure a migraine” or “what’s better for you propolis or bee pollen.” Would your natural instinct for those queries be to turn to a search engine or to Amazon?
More than likely, your answer would be the former, since at the moment, the latter isn’t really built to answer these questions. Case in point:
Search, on the other hand, is used for queries that span the entire range of the funnel, and that’s where logic would dictate the majority of retail searches occur.
The research agrees.
The results
In reviewing millions of users across our data set and comScore’s panel, the team’s research found that most retail searches don’t happen on Amazon; instead, 70 percent of them happen on top search engines.
A study conducted by Rand Fishkin at Moz earlier this year, which analyzed clickstream data via Jumpshot, came to a similar conclusion. Fishkin asked Jumpshot to compare 10 distinct web properties, add together all the searches they receive combined, and share the percent distribution.
The data found that Amazon received only 1.85 percent of searches, whereas Bing, Yahoo and Google combined received 64.02 percent of searches.
What does that mean for marketers?
Amazon is a strong retail channel and continues to grow, though marketers should be careful not to overcorrect. Search not only stands strong as a retail channel, but it can also help complement and strengthen an Amazon strategy as well.
2. How do users behave differently on search vs. Amazon?
In looking to identify how user behavior differed across search and Amazon, we found that 27 percent of users (about 38 million people in the US) did not visit Amazon either before or after searching on Bing.
These are valuable audiences that are looking for your product information online and buying them in physical stores or other online channels.
Even more interestingly, the research found that even the audiences that were common between search and Amazon exhibited different behaviors across each platform.
Testing methodology
Exclusive Audience using our search engine:
- We collected data from Nov 1-7, 2016, using Web Browser Logs (US only).
- We tracked the user activity on Amazon and Bing and categorized users based on queries searched.
- We filtered for users that do retail-related searches on a search engine (combination of various categories such as: Autos; Guns; Sports & Recreation; Office Products; Health & Wellness; Beauty & Fragrance; Clothing & Shoes; Jewelry & Watches; Home Furnishings; Kitchen & Housewares) and computed exclusivity of these search users that don’t visit Amazon.
- We scaled the users to overall population based on comScore’s panel.
- Similar distributions of overall exclusive users were found on larger time periods (~1.5-2 months).
The results
In addition to the discovery that 27 percent of users of our search engine did not visit Amazon at all, the research then drilled down within the 73 percent of users who did use both Amazon and Bing. They unearthed something very interesting.
Approximately 80 percent of users (out of that 73 percent) who do a retail search on Bing and also visit Amazon do not perform the same retail category searches on both sites.
That means that Sally could be looking at buying perfume and, when she seeks information on a search engine, she could be directed to many different sites and eventually buy offline. Sally has also visited Amazon during that time period, but her searches could have been for something different, such as a toy for a child’s birthday.
This behavior was seen across several categories, a few of which are listed in the screen shot below. There are definitely cases where there is a continuation of searches from search to Amazon or vice versa, but that represents the minority, or only about 20-25 percent of the users.
The graph below represents the percentage of shopping-oriented users that visit Amazon but do not search within same category on Amazon:
We can see that for categories like Beauty & Fragrance or Toys, the percent of searchers who do not search within the same category are 82 percent and 77 percent, respectively.
And what of those 20-25 percent of searchers who did related subsequent searches between the two sites?
Shoppers use search for top- through bottom-of-funnel activities. For example, let’s look at data from a client who sells cold and flu medicine, whose pattern holds true across multiple categories.
The teal green bars represent the number of searches conducted on search engines. The dark blue bars were the searches conducted on Amazon.
You can see that search spans the spectrum of upper funnel queries, like “flu symptoms,” down to lower funnel queries, like “cold medicine.” Aside from the typing-averse consumers typing in “cold,” most of their searches are for “cold or cough medicine.”
When was the last time you asked Amazon for flu symptoms or sore throat remedies?
Higher funnel searches (queries like “flu symptoms,” “sore throat remedies,” “cold symptoms,” “how to get rid of cold” in the Health & Wellness category) are not searched at all on Amazon.
Search is also relevant in cases when users are researching what to buy or where to buy it. Very often, search engines are used as a trusted utility to help people make informed decisions, such as determining the best product or finding the best deal.
You can see the stark popularity of users relying on search engines for this information relative to Amazon in the chart below.
What can marketers do?
The upper-funnel queries serve as a great opportunity to market your brand via search to shoppers who are showing clear and strong intent for product categories or are in situations where your product can help meet their needs.
Search continues to be the most relevant channel for the research phase of most consumer journeys because this is the stage at which users are seeking the background information they need to become more informed on what they are seeking to buy.
As a result, advertisers lacking a presence on the major search engines can lose out on critical stages of the consumer decision journey.
3. How can search complement your Amazon strategy?
Finally, our search market intelligence team wanted to understand the impact of search ads on subsequent shopper behavior on Amazon. After all, why would you invest in upper- and lower-funnel terms if they didn’t result in higher consumer engagement?
The team looked at users over a period of seven months, with the criteria being that these users searched for a non-brand/category term. They then segmented them into two cohorts. One was exposed to an ad for that product brand, and the other group was not. Both groups visited Amazon subsequently.
Testing methodology
Case study on brand exposure and behavior on Amazon:
- We collected data over seven nonconsecutive months (June-Aug. 2016; Nov. 2016-Feb. 2017) using Web Browser Logs (US only).
- We tracked the user activity on Amazon and Bing.
- We filtered for users that do searches related to a particular product on Bing (some product examples include diapers, laptops and detergent); we categorized users based on whether or not they were exposed to a particular brand ad for those terms.
- We tracked the activity of the two groups on Amazon and identified the proportion of users that visited that particular brand’s product page on Amazon.
- We expanded the terms to then include other top online retailers.
The results
Users exposed to product brands via search ads are two to four times more likely to visit the same brand product page when they subsequently visit Amazon. You can see a few of the categories measured in the screen shot below.
This test was also run on other major online retailers, such as Walmart and Target, and lift was an average 20 percent higher than that observed on Amazon.
What can marketers do?
Search enables the user to discover brands, thus creating brand awareness, which leads to better conversions on multiple channels.
In addition to product listing ads via shopping campaigns, be sure to run text ads for direct and indirect brand terms, as well as top products, across both Bing and Google. Take advantage of new ad product releases to make the text ads even more compelling.
For example, Bing has recently updated its Sitelink Extensions policy to allow advertisers who don’t have their own retail capability to link directly to their Amazon product page:
This can even be combined with the Price Extension available on Google AdWords, and currently in pilot on Bing Ads, to include the price in the ad copy, sending valuable users to the retail channels of your choice.
On Google AdWords, an interesting new ad extension to try out would be their Promotion Extension.
In summary
Amazon is incredibly important — and so is search. Don’t overcorrect, in either direction, the spend and efforts between the two channels.
The bulk of retail searches still happen on search engines, and behavior is different across search and Amazon. The kinds of searches consumers do on search span upper funnel and lower funnel, while Amazon is mainly for very low-funnel queries.
Advertisers would benefit from using both platforms together to expand customer reach and create additional synergies and enjoy an overall lift in conversions and profit.
The research has proven just how effective that can be.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Compare 16 local marketing automation platforms
Locally targeted ad spending by US national brands will grow to $68.9 billion in 2018, according to BIA/Kelsey’s US Local Media Forecast. Local marketing growth is being driven by several important trends, including consumers’ increasing preference for online local information — particularly through social media — and their use of mobile devices to shop locally.
“Enterprise Local Marketing Automation Platforms: A Marketer’s Guide” from MarTech Today examines the market for local marketing automation platforms and the considerations involved in implementation. The 52-page report reviews the growing market for local marketing automation platforms, plus the latest trends, opportunities and challenges for brands marketing locally.
In this report you will learn:
- how the local advertising landscape is evolving.
- who the leading players are in enterprise local marketing automation software.
- what you should look for in a local marketing automation solution.
- what trends are driving the adoption of local marketing automation software.
Also included in the report are profiles of 16 leading enterprise local marketing automation vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.
Visit Digital Marketing Depot to download “Enterprise Local Marketing Automation Platforms: A Marketer’s Guide.”
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
SearchCap: Amp links at large, Google AdWords demographic targeting & more
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